Consumer Trust Mediates Promotion and E-Service Quality on Purchasing Decisions

This study aims to identify the direct, indirect, and total effects of promotion and e-service quality on purchasing decisions through consumer trust as an intervening variable. The population in this study were Blibli consumers in Bogor City with a sample size of 100 consumers selected using purposive sampling technique and using the Lemeshow formula. Data analysis includes descriptive analysis, verification analysis, validity test, reliability test, classical assumption test, path analysis, and sobel test for mediation variables. The research findings show that promotion and e-service quality directly have a positive and significant effect on consumer trust in Blibli in Bogor City. Promotion, e-service quality and consumer trust directly have a positive and significant effect on purchasing decisions at Blibli in Bogor City. Promotion and e-service quality also influence purchasing decisions through consumer confidence as an intervening variable at Blibli in Bogor City.