Abstract
This study aims to analyze the direct and indirect effects of Social proof, Price, and Service Quality on Purchase Decisions for fashion products on the Shopee e-commerce platform in West Jakarta, with Trust serving as an intervening variable. A quantitative approach was employed using a probability sampling technique, specifically cluster random sampling. The population in this study comprised Generation Z consumers in West Jakarta who actively purchase fashion products on Shopee at least twice. Primary data were collected via Google Forms online questionnaires distributed to 100 eligible respondents. Data processing and analysis were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on path analysis utilizing SmartPLS 4.0. The hypothesis testing results indicate that directly, Social proof, Price, and Service Quality have a positive and significant effect on Trust. Furthermore, Social proof, Service Quality and Trust have a positive and significant effect on Purchase Decisions. Conversely, Price does not have a significant direct effect on Purchase Decisions. In the mediation analysis, E-Trust is proven to significantly mediate the effect of Service Quality on Purchase Decisions. On the other hand, Trust fails to mediate the effect of both Social proof and Price on Purchase Decisions (no mediation). These findings suggest that for Gen Z consumers, reliable Service Quality serves as a critical foundation in fostering trust that drives final purchasing actions, whereas Social proof and Price exert direct influences without necessarily requiring the formation of Trust beforehand.
