The Influence of Digital Marketing, Perceived Risk, User Experience, and Brand Trust on Electric Motorcycle Purchase Intention with Consumer Trust as an Intervening Variable
DOI:
https://doi.org/10.55681/economina.v5i8.3699Keywords:
purchase intention, consumer trust, digital marketing, electric motorcycle, brand trustAbstract
This study investigates the effects of digital marketing, perceived risk, user experience, and brand trust on electric motorcycle purchase intention in Surabaya, Indonesia, with consumer trust as an intervening variable. Integrating TPB and UTAUT rooted in TRA, this study applied a quantitative approach using SEM-PLS was applied to 244 respondents. All thirteen hypotheses were confirmed. Brand trust exerted the strongest influence on consumer trust (β = 0.429), followed by user experience (β = 0.281) and digital marketing (β = 0.120), whereas perceived risk had a negative effect (β = −0.115). Consumer trust partially mediated all relationships. The model accounted for 77.6% of purchase intention variance and 71.8% of consumer trust variance.
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