The Effects Of Information Quality and Electronic Word Of Mouth On Purchase Decisions With Consumer Trust As A Mediating Variable

The rapid growth of e-commerce in Indonesia has significantly transformed consumer behavior toward online purchasing, particularly on Shopee, one of the largest marketplace platforms. This study aims to analyze the influence of information quality and electronic word of mouth (e-WoM) on purchase decisions through consumer trust as a mediating variable. A quantitative research approach was employed using a survey method by distributing questionnaires to 266 respondents aged over 17 years, residing in the Jabodetabek area, and having purchased smartphones on Shopee within the past year. Primary data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique with SmartPLS version 4 software. The results reveal that information quality and e-WoM have a positive and significant effect on purchase decisions, both directly and indirectly through consumer trust. Furthermore, consumer trust also has a positive and significant direct effect on purchase decisions. These findings indicate that clear and accurate product information, along with strong e-WoM, enhances consumer trust and drives purchase decisions on e-commerce platforms.