The Influence of Social Media Promotion and Marketplace Website Design Quality on Purchasing Decisions with Consumer Trust (Shopee) as a Mediation Variable (Case Study on Uniska Kediri Students)

Abstract

This research aims to analyze the influence of social media promotions and the quality of Shopee website design on UNISKA Kediri students purchasing decisions with the mediation of consumer trust variables. The research method used was quantitative with data collection techniques through questionnaires distributed to 160  UNISKA Kediri students. The data analysis technique used is PLS (Partial Least Squares) using SmartPLS 4.0 software.The research results show that social media promotion and the quality of the Shopee website design have a significant positive influence on UNISKA Kediri students' purchasing decisions. The consumer trust variable is proven to mediate the relationship between social media promotions, website design quality, and purchasing decisions. The implication of this research is that Shopee needs to improve its social media promotion strategy and website design quality to increase consumer confidence and purchasing decisions for UNISKA Kediri students