Brand Trust and Product Quality Effects on Shopee Mall Purchase Decisions in Medan

Abstract

This investigation examines brand trust and product quality influences on purchasing decisions for Shopee Mall products among Medan City consumers. Employing quantitative methodology with 100 respondents selected through purposive sampling, the study utilizes multiple linear regression analysis. Empirical findings demonstrate brand trust (β=0.433, t=4.213, p=0.000) and product quality (β=0.391, t=4.702, p=0.000) exert significant positive effects on purchase decisions. The determination coefficient (R²=0.899) indicates examined variables explain 89.9% of purchasing decision variance. Results validate that consumer confidence and product excellence constitute critical drivers for e-commerce platform success within emerging market contexts.