How Price Perception and Trust Affected Millenial Online Buying Interest During Covid-19 Pandemic in West Java

Abstract

The implementation of Work From Home also has an impact on the trend of buying interest online. The trend of buying interest online is usually carried out by young consumers or can be called as millenials because they are the ones who use online facilities to fulfill their needs even though they are not in a Covid-19 condition. Interest in buying online is influenced by price perception and level of consumer trust. Aim of this research for find out the influence of price perceptions and consumer trust on online buying interest during the Covid-19 pandemic in millennial consumers in West Java. From the results of this study, it can be concluded that millennial consumers' online purchase interest during the COVID-19 outbreak was influenced by product price perceptions and millennial consumer confidence. These results indicate that efforts to increase interest in buying online can be done by first increasing millennial consumer confidence.

The Power of Trust: Exploring Its Contribution to E-commerce Purchase Decisions

“…Consumers are more likely to have trust in platforms that offer prices that align with the value they receive. This finding is consistent with the results of a study conducted by Lutfie and Marcelino [54], which found that price perception significantly affects millennial consumer trust.…”

“…Therefore, price perception not only impacts consumer trust but also influences purchasing decisions. This is supported by the findings of research conducted by Lutfie and Marcelino [54], which demonstrate that price perception has a significant effect on millennial consumer trust. Similarly, Anwar and Andrean [20] discovered a positive and significant relationship between price perception and purchasing decisions.…”

“…These results are consistent with the research conducted by Karame et al [14], which underscores the importance of consumers having a sufficient level of trust to engage in successful online transactions, as trust is a crucial aspect of e-commerce. Another study by Lutfhi and Marselino [54] also highlights the significance of enhancing consumer trust to enhance online purchasing decisions.…”

“…Price perception refers to how consumers evaluate whether the prices offered by sellers, compared to prices from other sources, are considered reasonable, acceptable, or fair [53]. According to Lutfie1 and Marcelino [54], price is a crucial factor that influences consumer trust in online shopping. Consumers' perception of price directly affects their level of trust when making purchases.…”

“…Hansen et al [15] emphasize that risk perception and trust are key determinants in the decision-making process for purchases. Additionally, Lutfhi and Marselino [54] highlight the importance of enhancing consumer trust to improve online purchase decisions. Hence, it can be concluded that trust serves as a pivotal variable in consumer decision-making.…”