EXPLORATION OF TRUST PARADOX IN CONSUMER BEHAVIOR IN THE USE OF THE TOKOPEDIA APPLICATION

Suliha Suliha; Rico  Brahmana; Firman Rachmadi; Amelia Delfina Putri; Virdha Rahma Aulia

doi:10.61397/mfc.v3i1.393

Authors

Suliha Suliha Universitas Pembangunan Nasional "Veteran" Jawa Timur
Rico Brahmana Universitas Pembangunan Nasional "Veteran" Jawa Timur
Firman Rachmadi Universitas Pembangunan Nasional "Veteran" Jawa Timur
Amelia Delfina Putri Universitas Pembangunan Nasional "Veteran" Jawa Timur
Virdha Rahma Aulia Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.61397/mfc.v3i1.393

Keywords:

Trust Paradox, Tokopedia, Consumer Behavior, Purchase Intention, PLS-SEM

Abstract

This study explores the Trust Paradox phenomenon among Tokopedia users, a condition where consumers still intend to buy even though their level of trust in the platform is low. Using a quantitative approach and PLS-SEM analysis of 154 respondents, it was found that Perceived Value, User Experience, and Trust Paradox have a significant effect on Purchase Intention. In contrast, Trust and Perceived Risk do not show a significant direct effect. Exploratory analysis identifies user segments with high purchase intentions despite having low trust, strengthening the existence of the Trust Paradox in digital consumer behavior.

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