The Effect of Trust, Ease of Transaction, and Interface Display on Purchase Decisions with Customer Satisfaction as an Intermediate Variable in Blibli E-Commerce among Students at Sultan Syarif Kasim State University in Riau

Abstract

Trade and business have grown rapidly with the availability of cyber-based technology facilities. One of the online buying and selling applications in Indonesia is Blibli. This study aims to analyze the influence of trust, ease of transaction, and interface display on purchasing decisions with customer satisfaction as an intervening variable in Blibli e-commerce among students at Sultan Syarif Kasim Riau State Islamic University. The research method used is quantitative with a survey approach using a questionnaire distributed to 100 respondents who have used the Blibli application. The collected data was then analyzed using a structural equation model (SEM) with the help of SmartPLS version 4.0 software.The results of the study indicate that trust, ease of transaction, and interface display have a positive and significant effect on customer satisfaction. Trust and ease of transaction also have a positive and significant effect on purchasing decisions, while interface display has no effect on purchasing decisions. Customer satisfaction has a positive and significant effect on purchasing decisions. Furthermore, trust, ease of transaction, and interface appearance have a positive and significant effect on purchasing decisions through customer satisfaction.