ANALISIS FAKTOR YANG MEMPENGARUHI KEPERCAYAAN KONSUMEN TERHADAP PEMBELIAN PAKAIAN ANAK DI PLATFORM E-COMMERCE: PENDEKATAN SEM

Abstract

This study aims to examine the influence of product information quality, customer reviews and ratings, seller reputation, and transaction security on consumer trust, and how that trust affects purchase intention for children's clothing on e-commerce platforms. A quantitative approach was employed through a survey involving 114 respondents who had previously purchased children’s clothing online. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results reveal that all predictor variables significantly affect consumer trust, which in turn significantly increases purchase intention. These findings highlight the importance of transparent information, reliable security systems, and strong seller reputation supported by authentic reviews in fostering trust and encouraging online purchases, particularly in the children's fashion segment.