The Influence Of Trust On Purchase Decision Using Gopay Among Gen Z : A Conceptual Framework

Abstract

This study aims to conceptualize the effect of trust on purchase decisions using the Gopay e-wallet among Generation Z. In the digital era, e-wallets have become increasingly popular as practical, secure, and modern payment methods, seamlessly aligning with the lifestyles of younger consumers. Trust plays a pivotal role in influencing consumer behavior, particularly in digital transactions where confidence in the platform is crucial. A higher level of trust in an e-wallet service is hypothesized to lead to greater consumer willingness to make transactions through the platform, fostering loyalty and repeated usage. This conceptual framework identifies trust as an independent variable and purchase decisions as the dependent variable. Trust is explored through dimensions such as ability, benevolence, and integrity, which collectively shape consumer perceptions of the platform’s reliability, security, and ethical standards. Purchase decisions are influenced by the consumer’s confidence in the platform to deliver consistent value, protect data, and provide seamless usability. The insights from this conceptual exploration emphasize the significant role of trust in shaping purchase decisions within digital payment systems. This framework provides valuable guidance for e-wallet developers and businesses in designing strategies that enhance consumer trust and satisfaction. Furthermore, it contributes to the broader understanding of consumer behavior in the digital era, particularly among Generation Z, highlighting trust as a critical driver in fostering adoption, engagement, and loyalty in e-wallet services.