The Effect of Trust and Ease of Use on Online Purchase Decisions on Lazada (A Study on Lazada Consumers in Surabaya)

Abstract

The increasing use of the internet and supported by the existence of covid-19 has formed a new phenomenon of consumer behavior, one of which is that consumers are becoming accustomed to using applications or websites to shop digitally. the purpose of this research is to investigate the influence of trust and ease of use on online purchasing decisions among Lazada consumers in Surabaya. This study uses a quantitative methodology and has a sample size of 72 participants. The population of interest in this study consists of Lazada consumers in Surabaya. The sample is selected using a non-probability sampling method, specifically purposive sampling, through the distribution of questionnaires. The sample consists of respondents who have previously used Lazada as an online shopping platform. Both primary and secondary data are utilized in this research. The data analysis is conducted using Structural Equation Modeling (SEM) based on the component-based approach, employing Partial Least Square (PLS) as the analytical tool. According to the study’s conclusions that Trust and ease of use both significantly among Lazada consumers in Surabaya.