Understanding the Drivers of Brand Trust in E-Commerce: The Role of Digital Payment, Online Reviews, and Transaction Convenience among Generation Z
DOI:
https://doi.org/10.59890/ijmbi.v4i2.337Keywords:
Brand Trust, Digital Payment, Online Reviews, Transaction Convenience, Generation Z, E-commerceAbstract
This study aims to examine the determinants of brand trust in e-commerce among Generation Z, focusing on the roles of digital payment (X1), online reviews (X2), and transaction convenience (X3). Grounded in the Technology Acceptance Model and trust theory, this research adopts a quantitative approach using survey data collected from Generation Z respondents and analyzed through Structural Equation Modeling (SEM). The findings reveal that transaction convenience has a strong and significant effect on brand trust, while online reviews show a marginal effect, and digital payment has no significant impact. These results indicate that trust formation among Generation Z is primarily driven by experiential and convenience-related factors rather than basic technological features, offering important implications for e-commerce strategy development.
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