S udies Managemen and Finance Economics, o Jou nal
0504-2644 (online): ISSN 0490,-2644 (p in ): ISSN
5202 No embe 11 Issue 80 Volume
8.317 Fac o : Impac ,40-i11-10.47191/je ms/ 8 DOI: A icle
5237-7515 No: Page
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7515
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y
and Pe cei ed Risk on Pu chasing Decisions a Toko Pedia
Esy Tia a Vina a1, Ahmad Maulana2, Aslamia Rosa3
1,2,3Uni e si y o S iwijaya Palembang, Indonesia
ABSTRACT: The pu pose o his s udy is o ob ain empi ical e idence by knowing and analyzing he in luence o se ice quali y
wi h us as a mode a ing a iable, secu i y and isk pe cep ion on pu chasing decisions a Toko Pedia.The popula ion in his s udy
was all esiden s o Sou h Suma a who had made online pu chases h ough Tokopedia. The e o e, he exac popula ion size is
unknown. The minimum numbe o esponden s o his s udy was 150, which was conside ed su icien ly ep esen a i e o he
popula ion being s udied as i me he minimum sample size. Mode a ed Reg ession Analysis (MRA) was used o analysis h ough
- es ing and F- es ing. The esul s showedSe ice Quali y (X1) and Secu i y (X2) posi i ely and signi ican ly inc ease consume
pu chasing decisions. Al hough i sounds con adic o y, Risk Pe cep ion (X3) also shows a posi i e and signi ican in luence. The
T us (M) a iable simul aneously s eng hens he ela ionship be ween Se ice Quali y (X1), Secu i y (X2), and Risk Pe cep ion
(X3) on Pu chasing Decisions, bu his mode a ing e ec is no pa ially signi ican . O e all, imp o ed se ice, secu i y assu ance,
and good isk managemen on he Tokopedia pla o m a e key ac o s in inc easing consume in e es and pu chasing decisions.
KEYWORDS: Se ice Quali y, T us , Secu i y, Risk Pe cep ion, Pu chasing Decision
INTRODUCTION
Since i s ounding in 2009, Tokopedia has g own in o one o he la ges ma ke places wi h millions o ac i e selle s and hund eds
o millions o use s ac oss a ious egions (Hidaya e al., 2023). This pla o m has become a p ima y pla o m o MSMEs o ma ke
hei p oduc s online, he eby expanding hei ma ke sha e and inc easing he compe i i eness o small businesses bo h
na ionally and in e na ionally. Howe e , Tokopedia's jou ney has no always been smoo h sailing. In ea ly Ma ch 2020, he
pla o m aced a c ucial inciden in he o m o a use da a leak a ec ing 91 million accoun s. The leaked pe sonal in o ma ion
was hen aded on he Da k Web o a ound US$5,000 (equi alen o Rp74 million). This da a b each had a se ious impac on
consume s, as pe sonal da a such as ull names, email add esses, and passwo ds we e s o ed in a la ge da abase ha was
success ully accessed by i esponsible pa ies (Ramiz A i Nau al, 2020). Tokopedia is also suspec ed o iola ing he p o isions o
A icle 2 pa ag aph (2) and A icle 28 le e c o he Regula ion o he Minis e o Communica ion and In o ma ion Technology
Numbe 20 o 2019 which egula es he obliga ion o anspa ency in disclosing da a leak inciden s.
Tokopedia's business de elopmen con inued wi h an acquisi ion p ocess announced on May 17, 2021, in which he company
me ged wi h Gojek. The me ge esul ed in he es ablishmen o PT GoTo, which combines e-comme ce, on-demand se ices,
inancial se ices, and a ious o he digi al sec o s. Tokopedia (PT GoTo Gojek Tokopedia) hen collabo a ed wi h TikTok (TikTok
P e. L d.) o issue new sha es, which we e acqui ed by TikTok o a designa ed subsidia y. In his case, public conce ns a ose
ega ding he managemen o e-comme ce ansac ion da a, which could be used o comme cial and algo i hmic pu poses,
he eby educing consume au onomy. In addi ion o he isk and secu i y o pe sonal da a, i is impo an o examine how me ge
dynamics in luence consume beha io in online pu chasing decisions. Se ice quali y is closely ela ed o consume us . Fah e i
and Sa io (2018), Fa imah and Nu an iono (2022), and Faj in and Gunadi (2022) ound ha se ice quali y has a posi i e and
signi ican in luence on pu chasing decisions.
Maye e al. (1995)s a es ha us is o med h ough h ee main dimensions: abili y, bene olence, and in eg i y. In he con ex
o online ansac ions, us plays a c ucial ole because consume s do no in e ac di ec ly wi h selle s. T us in e-comme ce is
in luenced no solely by echnical secu i y aspec s, bu also by cla i y o p oduc in o ma ion, anspa ency o e und mechanisms,
and consume p o ec ion om audulen p ac ices by selle s (Aulia & Faslah, 2025).
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7516
In his s udy, us unc ions as a mode a ing a iable capable o s eng hening o weakening he ela ionship be ween se ice
quali y and pu chasing decisions. This aspec o us canno be sepa a ed om he issue o secu i y in digi al ansac ions.
Acco ding o Zhang e al. (2023), pe cep ions o secu i y and isk c i ically in luence online consume us and pu chase in en ions.
Agus ining um and Andja wa i (2021) ound ha secu i y ac o s ha e a posi i e and signi ican ela ionship in in luencing
pu chasing decisions. This aligns wi h he indings o Puanda and Rahmidani (2021), who s a ed ha secu i y a iables con ibu e
posi i ely o online pu chasing decisions h ough e-comme ce applica ions. These indings a e ein o ced by esea ch by Ilmiyah
and K ishe nawan (2020), which shows ha consume s ob ain impo an in o ma ion ega ding p oduc s in he ading con ex in
Moke o. Howe e , he esul s o esea ch by Desky e al. (2022) di e , showing ha secu i y ac o s do no signi ican ly in luence
e-comme ce consume pu chasing decisions in Lhokseumawe. I secu i y is unde s ood as an objec i e aspec , hen isk pe cep ion
emphasizes he subjec i e pe spec i e o consume s. Is iqomah e al. (2019) s a ed ha he highe he pe cei ed isk, he lowe
he online pu chasing in en ion ends o be.
Based on he abo e desc ip ion, he esea che concludes ha TikTok's acquisi ion o Tokopedia no only e lec s a global business
s a egy bu also aises discussions ega ding social impac , pe sonal da a p o ec ion, and na ional egula ions ha equi e
a en ion. Theo e ically, online pu chasing decisions a e in luenced by se ice quali y, us wo hiness, secu i y aspec s, and
consume isk pe cep ion, wi h us ac ing as a mode a ing a iable ha s eng hens he ela ionship be ween hese ac o s.
The e o e, he p oblem ha will be discussed in his s udy is how does he quali y o se ice in luence wi h us as a mode a ing
a iable on pu chasing decisions in Tokopedia? and How does he quali y o se ice, secu i y and isk pe cep ion in luence
pu chasing decisions in Tokopedia? The objec i es o be achie ed in his s udy a e o ob ain empi ical e idence by knowing and
analyzing he in luence o quali y o se ice wi h us as a mode a ing a iable on pu chasing decisions in Tokopedia and he
in luence o quali y o se ice, secu i y and isk pe cep ion on pu chasing decisions in Tokopedia.
LITERATURE REVIEW
Quali y o Se ice
Se ice quali y is a concep om he ma ke ing s a egy amewo k ha is based on he idea ha cus ome s ha e expec a ions
and companies y o mee hose expec a ions by sa is ying cus ome needs and desi es.(Te e a & Go ende , 2017). When
p o iding se ice o cus ome s, cus ome s who a e dissa is ied wi h he se ice hey ecei e end o p o ide nega i e in o ma ion
o o he s abou he se ice hey ecei e.(Richadina a e al., 2024).
T us
Acco ding oMP Sa i e al (2022)T us is he belie ha buye s us a selle 's abili y o secu e paymen ansac ions and ensu e
p omp p ocessing. T us is buil on a consume 's p e ious expe ience using a p oduc , h ough e alua ions o p oduc quali y,
se ice, and ease o use. These e alua ions c ea e us in he p oduc ha has been p e iously expe ienced.(Nu sukma, 2021).
Secu i y
Acco ding oKusuma (2019)Secu i y is he abili y o an online s o e o manage and moni o he secu i y o ansac ion da a.
Consume s expec secu i y o include p o ec ion o consume iden i y p i acy, online ansac ion secu i y, p o ec ion agains
misuse o consume da a, and p oo o deli e y. Acco ding oMalau (2017), secu i y is he abili y o online s o es o con ol and
main ain he secu i y o da a ansac ions.
Pe cei ed Risk
Acco ding oKo le & Kelle Lane (2018), isk pe cep ion is de ined as a consume 's pe cep ion o he unce ain y and possible
nega i e consequences o pu chasing a p oduc o se ice. Acco ding oWai e al (2020)Risk pe cep ion is a combina ion o
nega i e consequences and unce ain y ha in luences consume pu chasing decisions.(Widhiaswa a & Soesan o, 2020) ound
ha isk pe cep ion is a cons uc ha measu es belie s abou unce ain y ega ding unpleasan possibili ies.
Pu chasing Decision
Acco ding oKo le & A ms ong (2018), pu chasing decisions a e indi idual ac i i ies ha a e di ec ly ela ed o he decision o
pu chase p oduc s o e ed by selle s. Acco ding oAnd iani & Nalu i a (2021)A pu chasing decision is a decision o choose an ac ion
om wo o mo e al e na i es, meaning ha someone who wan s o make a pu chase mus ha e se e al al e na i e choices. The
ou come o a pu chasing decision depends on how he decision-making p ocess is ca ied ou .(A ian y & Andi a, 2021),(Nu auzi
e al., 2023)And(A ah, 2022)assumes ha indi idual pu chasing decisions a e a pa e n o comp omises ha combine da a o
e alua e he choice be ween wo choice p ac ices and decide on one o hem.
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7517
Resea ch Concep ual F amewo k
Based on he desc ip ion abo e, a amewo k o hinking can be de eloped o his esea ch as ollows:
Figu e 1. Resea ch Concep ual F amewo k
Hypo hesis
Se ice quali y is a key ac o de e mining consume sa is ac ion and pu chasing decisions, bo h in adi ional and digi al business
con ex s. In e-comme ce, se ice quali y e lec s he ex en o which a pla o m o selle is able o mee cus ome s' needs and
expec a ions, and p o ide a sa is ying ansac ion expe ience. Acco ding o (Handayani & P ase yo, 2023), se ice quali y is he
gap be ween consume s' expec a ions o ideal se ice and hei pe cep ions o he se ice hey ecei e. I he se ice ecei ed
exceeds expec a ions, consume s will be sa is ied and likely o make epea pu chases. In he con ex o online ansac ions,
se ice quali y encompasses no only di ec in e ac ions be ween selle s and buye s bu also a ious digi al aspec s such as websi e
ease o use, selle esponse speed, p oduc in o ma ion accu acy, deli e y sys em cla i y, and eliabili y in esol ing cus ome
issues. (Kusumawa i e al., 2022) s a e ha e-se ice quali y is a c ucial dimension de e mining consume s' pe cep ions o he
eliabili y and p o essionalism o an e-comme ce pla o m. Consume s end o be mo e us ing and make pu chasing decisions
when hey pe cei e p omp , cou eous, and p o essional se ice. Fo example, selle s who espond quickly o cus ome inqui ies,
p o ide clea p oduc desc ip ions, and ollow up on complain s wi h sa is ac o y solu ions will c ea e a posi i e imp ession o he
pla o m. Con e sely, slow se ice, incomple e p oduc in o ma ion, o poo complain handling can discou age consume s om
epea ansac ions.
H1: Se ice quali y has a posi i e e ec on pu chasing decisions.
Secu i y is a c ucial ac o in de e mining consume pu chasing decisions on e-comme ce pla o ms. In he con ex o online
ansac ions, secu i y encompasses a ious aspec s, such as he p o ec ion o consume s' pe sonal da a, he secu i y o paymen
sys ems, and he eliabili y o he ansac ion mechanisms used by se ice p o ide s. Acco ding o (Aulia & Ronny 2022), pe cei ed
secu i y is de ined as he ex en o which consume s belie e ha using e-comme ce echnology will no pose a isk o hei
pe sonal o inancial in o ma ion. When consume s a e awa e o a clea and anspa en p o ec ion sys em, hey eel mo e
com o able and con iden ha hei ansac ions will be secu e. This ul ima ely con ibu es o inc eased pu chasing decisions.
Empi ical esea ch also suppo s a posi i e ela ionship be ween secu i y and pu chasing decisions. Resea ch esul s (Hu um
Azzah a 2024) indica e ha secu i y has a signi ican and posi i e in luence on consume pu chasing decisions. The highe he
le el o pe cei ed secu i y, he mo e likely consume s a e o make online pu chases.
H2 : Secu i y has a posi i e in luence on pu chasing decisions
Risk pe cep ion is a psychological ac o ha signi ican ly in luences consume decision-making, pa icula ly in he con ex o
online pu chases. In digi al ansac ions, consume s canno see, ouch, o y he p oduc di ec ly be o e making a pu chase,
c ea ing unce ain y abou he ou come o he ansac ion. This unce ain y is he sou ce o isk pe cep ion. Risk pe cep ion can
be de ined as he le el o conce n o consume pe cep ion o po en ial losses ha may occu as a esul o a pu chase decision
(Annisa, R., & Daulay, MYI 2023). These isks can include inancial isk, p oduc isk, p i acy isk, deli e y isk, o social isk, which
can educe consume s' willingness o ansac online. Se e al ecen s udies ha e con i med he nega i e ela ionship be ween
isk pe cep ion and online pu chasing decisions. (Salim e al. 2023) ound ha isk pe cep ion has a nega i e and signi ican
in luence on pu chasing decisions on e-comme ce pla o ms. (Wulanda i e al. 2025) also con i med ha isk pe cep ion is a key
ac o in luencing pu chasing decisions on Shopee Indonesia.
H3 : Risk pe cep ion has a nega i e e ec on pu chasing decisions
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7518
T us plays a c ucial ole in s eng hening he ela ionship be ween ac o s such as se ice quali y, secu i y, and pe cei ed isk on
pu chasing decisions. T us can be de ined as consume con idence ha a selle o e-comme ce pla o m possesses in eg i y,
compe ence, and hones y in conduc ing ansac ions. Acco ding o (Nawangsa i & P ames i 2017), companies ha consis en ly
imp o e se ice quali y can s eng hen consume us . This us hen becomes he basis o consume s o eel sa e and
com o able in online ansac ions. Widiani a (2020) shows ha inc eased consume us can be achie ed h ough as se ice,
an easily accessible websi e, and a secu e secu i y sys em. Meanwhile, (Nau al e al. 2022) ound ha us can mode a e he
in luence o se ice quali y on pu chasing decisions in e-comme ce, whe e high us s eng hens he posi i e e ec o se ice
quali y on pu chasing decisions.
H4: T us mode a es he ela ionship be ween se ice quali y, secu i y, and isk pe cep ion on pu chasing decisions on Tokopedia.
RESEARCH METHODOLOGY
The popula ion in his s udy was all esiden s o Sou h Suma a who had made online pu chases h ough Tokopedia. The e o e,
he exac popula ion size is unknown. The numbe o esponden s o his s udy was 150, which is conside ed su icien ly
ep esen a i e o he popula ion being s udied as i mee s he minimum sample size. Mode a ing a iables we e es ed using
mul iple linea eg ession using he eViews applica ion, wi h hypo hesis es ing using - es s and F- es s.
RESULTS AND DISCUSSION
Classical Assump ion Tes
1. No mali y Tes (Ja que-Be a Tes )
0
5
10
15
20
25
30
35
-1.5 -1.0 -0.5 0.0 0.5 1.0
Se ies: Residuals
Sample 1 150
Obse a ions 150
Mean -4.99e-16
Median -0.057194
Maximum 1.234791
Minimum -1.514904
S d. De . 0.384697
Skewness -0.064924
Ku osis 5.130204
Ja que-Be a 28.46644
P obabili y 0.000001
Figu e 2. No mali y Tes Resul s
The his og am shows ha mos o he esidual alues a e concen a ed a ound he mean (mean ≈ 0), wi h a sligh de ia ion o he
le , as indica ed by he skewness alue o -0.064924, indica ing a sligh ly le -skewed dis ibu ion. The ku osis alue o 5.130204
also indica es ha he dis ibu ion has a highe peak han he no mal dis ibu ion (lep oku ic). Thus, he esul s o his es
indica e ha he esidual da a in his s udy do no ully mee he assump ion o no mali y. Howe e , because he sample size is
qui e la ge (n = 150), his small de ia ion om no mali y is s ill ole able based on he Cen al Limi Theo em, so ha he eg ession
model can s ill be used o in e en ial analysis and u he hypo hesis es ing alidly.
2. Mul icollinea i y Tes
Table 1. Mul icollinea i y Tes Resul s
Va iable
Coe icien Va iance
Uncen e ed VIF
Cen e ed VIF
T us
0.018381
18.12992
NA
Quali y o Se ice
0.004552
73.63671
5.103418
Secu i y
0.006851
113.7479
6.926322
Pe cei ed Risk
0.003320
54.62225
3.572888
Pu chasing Decision
0.001826
26.12990
2.020257
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7519
Based on Table 1, i can be explained ha all independen a iables (Quali y o Se ice, Secu i y, and Pe cei ed Risk) ha e Cen e ed
VIF alues <10, amoun ing o 5.10, 6.93, and 3.57, espec i ely. These alues a e below he h eshold o 10, so he e a e no
symp oms o se ious mul icollinea i y be ween he independen a iables in he esea ch model. The Pu chase Decision a iable
(Y) has a Cen e ed VIF alue o 2.02, also a below he c i ical limi , which indica es ha he ela ionship be ween he dependen
and independen a iables is s ill wi hin easonable ole ance limi s. The T us a iable (M) as a mode a ing a iable shows a NA
alue, which is me hodologically accep able in a mode a ed in e ac ion model. Thus, i can be concluded ha he eg ession model
o his s udy is ee om symp oms o mul icollinea i y and is sui able o u he eg ession es ing.
2. Au oco ela ion Tes
Table 2. Au oco ela ion Tes Resul s
B eusch-God ey Se ial Co ela ion LM Tes :
Null hypo hesis: No se ial co ela ion a up o 2 lags
F-s a is ic
0.589087
P ob. F(2,143)
0.5562
Obs*R-squa ed
1.225748
Chi-Squa e P ob.(2)
0.5418
The F-s a is ic P ob. alue is 0.5562 and he Chi-Squa e P ob. alue is 0.5418, bo h o which a e g ea e han he 0.05 signi icance
le el. Thus, H₀ is accep ed, meaning he e is no au oco ela ion in he eg ession model. This esul indica es ha he esidual
alue om one obse a ion is no co ela ed wi h he esidual alue om ano he obse a ion. In o he wo ds, he eg ession
model has a andom and empo ally independen esidual dis ibu ion.
Mul iple Linea Reg ession Analysis
Table 3. Tes Resul sMul iple Linea Reg ession
Va iable
Coe icien
S d. E o
-S a is ic
P ob.
T us
0.114446
0.135575
0.844149
0.4000
Quali y o Se ice
0.331443
0.067468
4.912598
0.0000
Secu i y
0.284699
0.082769
3.439695
0.0008
Pe cei ed Risk
0.159191
0.057624
2.762602
0.0065
Pu chasing Decision
0.213216
0.042735
4.989324
0.0000
R-squa ed
0.856649
Adjus ed R-squa ed
0.852694
SE o eg ession
0.389967
Sum squa ed esidual
22.05082
Log likelihood
-69.04438
F-s a is ic
216.6255
F Table
2.434065
P ob(F-s a is ic)
0.000000
The esul s o he eg ession analysis show ha se ice quali y has a posi i e eg ession coe icien o 0.331443 wi h a p obabili y
alue o 0.0000 (p < 0.01), which is subs an ially below he signi icance h eshold o α = 0.05. This inding indica es ha se ice
quali y has a posi i e and s a is ically signi ican e ec on consume pu chasing decisions on he Tokopedia pla o m. The esul s
o his s udy a e in line wi h he Se ice Quali y Theo y de eloped by Pa asu aman, Zei haml, and Be y (1988) in hei seminal
wo k "SERVQUAL: A Mul iple-I em Scale o Measu ing Consume Pe cep ions o Se ice Quali y," which emphasizes ha se ice
quali y is a undamen al de e minan in shaping consume beha io and ansac ional decisions. The SERVQUAL model iden i ies
i e dimensions o se ice quali y: eliabili y, esponsi eness, assu ance, empa hy, and angibles (Pa asu aman e al., 1988). In he
con ex o e-comme ce, se ice quali y dimensions ha e been adap ed o encompass digi al aspec s such as sys em eliabili y,
pla o m esponsi eness o consume complain s, gua an eed ansac ion secu i y, empa hy in handling p oblems, and a angible
and use - iendly in e ace (Zei haml e al., 2002). Resea ch conduc ed by Alam and Yasin (2010) demons a ed ha e-comme ce
se ice quali y, including websi e design, eliabili y, esponsi eness, and us , signi ican ly in luences online cus ome sa is ac ion
and loyal y. A me a-analysis by Blu e al. (2015), which analyzed 168 s udies, ound ha e-se ice quali y has a s ong e ec on
cus ome sa is ac ion (β = 0.63) and beha io al in en ions (β = 0.38).
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7520
The esul s o he eg ession analysis show ha he secu i y a iable has a posi i e eg ession coe icien o 0.284699 wi h a
p obabili y alue o 0.0008 (p < 0.01), which is signi ican ly below he alpha h eshold o 0.05. This inding indica es ha secu i y
has a posi i e and s a is ically signi ican in luence on consume pu chasing decisions on Tokopedia. The Technology Accep ance
Model (TAM) was de eloped by Da is (1989), which was la e expanded wi h he secu i y cons uc by a ious esea che s. Pa lou
(2003) in eg a ed pe cei ed isk and us in o he TAM o he e-comme ce con ex , s a ing ha secu i y pe cep ion is a c i ical
ac o in he adop ion o elec onic comme ce echnology. This ex ended model shows ha pe cei ed secu i y di ec ly in luences
pe cei ed ease o use and indi ec ly in luences in en ion o ansac h ough us (Pa lou, 2003). Resea ch by Sha ma e al. (2022)
shows ha da a b each inciden s can educe cus ome us by up o 35% in he sho e m, bu e ec i e emedia ion e o s can
es o e us wi hin 12–18 mon hs. A s udy by Zhang e al. (2020) on e-comme ce pla o ms in China ound ha pe cei ed secu i y
had a signi ican di ec e ec on pu chase in en ion (β = 0.31, p < 0.01), wi h a s onge e ec on i s - ime buye s han epea
cus ome s. C oss-cul u al esea ch by Kau e al. (2020) compa ing India, Malaysia, and Singapo e showed ha secu i y conce ns
a e a majo ba ie o online shopping, wi h pa h coe icien s anging om 0.28 o 0.42 depending on he cul u al con ex .
The esul s o he eg ession analysis show ha isk pe cep ion has a posi i e eg ession coe icien o 0.159191 wi h a p obabili y
alue o 0.0065 (p < 0.01), which is below he signi icance h eshold o α = 0.05. This inding indica es ha isk pe cep ion has a
posi i e and s a is ically signi ican e ec on consume pu chasing decisions on Tokopedia. Pe cei ed Risk Theo y p oposed by
Baue (1960) s a es ha high isk pe cep ion ends o inhibi pu chasing beha io because consume s y o minimize unce ain y
in ansac ions. S one and G ønhaug (1993) classi y pe cei ed isk in e-comme ce in o six dimensions: inancial isk, pe o mance
isk, ime isk, psychological isk, social isk, and p i acy isk. Ma ins e al. (2019) ound a cu ilinea (U-shaped) e ec be ween
pe cei ed isk and pu chase beha io in e-comme ce, whe e mode a e le els o isk awa eness ac ually inc ease in o ma ion
p ocessing and esul in mo e in o med decisions. Resea ch by A i in e al. (2018) in Malaysia showed ha on pla o ms wi h
obus buye p o ec ion mechanisms, pe cei ed isk was no nega i ely co ela ed wi h pu chase in en ion, bu a he media ed
he posi i e ela ionship be ween p oduc in ol emen and pu chase decision (β = 0.21, p < 0.05).
The esul s o he eg ession analysis show ha he mode a ing a iable us has a coe icien o 0.114446 wi h a p obabili y alue
o 0.4000, which is subs an ially g ea e han he signi icance h eshold o α = 0.05. This inding indica es ha us does no show
a s a is ically signi ican mode a ing e ec in he esea ch model. Theo e ically, his esul seems con adic o y o he T us -
Commi men Theo y de eloped by Mo gan and Hun (1994), and he Social Exchange Theo y by Blau (1964), which emphasizes
he cen al ole o us as a media o o mode a o in ansac ional ela ionships. In he con ex o e-comme ce, Ge en e al.
(2003) iden i ied us as a key media ing a iable be ween pe cei ed use ulness, pe cei ed ease o use, and in ended beha io in
he in eg a ed TAM- us model. Howe e , he insigni ican mode a ing e ec o us can be explained h ough se e al heo e ical
and empi ical pe spec i es. Fi s , he Ins i u ional T us Theo y by McKnigh e al. (2002) dis inguishes be ween in e pe sonal us
( us in selle s) and ins i u ional us ( us in pla o m s uc u es). In es ablished pla o ms like Tokopedia, ins i u ional us
may ha e become a gi en baseline expec a ion a he han a mode a ing a iable. Tokopedia, as one o he la ges e-comme ce
pla o ms in Indonesia wi h o e 14 million ac i e selle s and 100 million p oduc s, has buil a s ong ins i u ional epu a ion,
esul ing in s able and homogeneous consume us in he pla o m. Second, his phenomenon can be in e p e ed h ough he
lens o Cogni i e Consis ency Theo y, which s a es ha consume s who ha e had posi i e ansac ional expe iences wi h he
pla o m—as he esea ch c i e ia equi ed a leas wo ansac ions in he pas yea — end o ha e ela i ely homogeneous and
s able le els o us . This homogenei y o us esul s in limi ed a ia ion in he mode a ing cons uc , which in u n educes
s a is ical powe o de ec signi ican mode a ing e ec s. The esea ch da a shows ha 53.3% o esponden s make ansac ions
3–5 imes pe mon h, indica ing a well-es ablished and ela i ely cons an le el o us among esponden s. Thi d, he
demog aphic cha ac e is ics o esponden s p o ide addi ional explana ion. The s udy esponden s we e p edominan ly om he
p oduc i e age g oup 18–35 yea s old (78.7%), wi h a high le el o educa ion— he majo i y wi h a bachelo 's deg ee (48.0%)—
and good digi al li e acy. These demog aphic cha ac e is ics indica e ha he s udy sample ep esen s sophis ica ed use s who
make pu chasing decisions based on a ional e alua ions o objec i e pla o m a ibu es, such as se ice quali y, sys em secu i y,
and isk assessmen s, a he han elying p ima ily on a ec i e us .The dominance o cogni i e e alua ion o e a ec i e us in
he decision-making p ocess may explain why us does no unc ion as a signi ican mode a o in he model. Resea ch conduc ed
by Fang e al. (2020) on Alibaba and Taobao ound ha on es ablished pla o ms wi h high ma ke sha e, us ac s as a hygiene
ac o (necessa y bu no su icien ) a he han a signi ican mode a o , wi h a non-signi ican mode a ing e ec (β = 0.09, p =
0.234). Simila ly, esea ch by Pon e e al. (2021) on Amazon and eBay showed ha us e ec s diminish o e ime as he pla o m
ma u es, wi h he mode a ing e ec becoming non-signi ican a e he pla o m has been ope a ing o mo e han 10 yea s.
Tokopedia, ounded in 2009 and ope a ing o mo e han 15 yea s, can be ca ego ized as a ma u e pla o m wi h simila
cha ac e is ics.
The In luence o Se ice Quali y wi h T us as a Mode a ing Va iable, Secu i y and Pe cei ed Risk on Pu chasing
Decisions a Toko Pedia
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7521
CONCLUSIONS, LIMITATIONS, AND SUGGESTIONS
This s udy shows ha Se ice Quali y and Secu i y a Tokopedia ha e a posi i e and signi ican in luence on Pu chase Decisions.
Risk Pe cep ion was also ound o ha e a posi i e and signi ican in luence. Al hough T us simul aneously s eng hened all h ee
ela ionships on Pu chase Decisions, i s pa ial mode a ing e ec was no signi ican .
The s udy ocused solely on he popula ion in Sou h Suma a, so he esul s may no be gene alizable o Tokopedia consume s in
o he geog aphic egions in Indonesia. Sampling was based solely on he minimum numbe o esponden s (150), which was
conside ed ep esen a i e. Al hough mee ing he minimum s a is ical h eshold, he ela i ely small sample size (gi en he e y
la ge popula ion) may limi he s a is ical powe o he indings. Fu u e esea ch should expand he scope (e.g., o Ja a o all o
Indonesia) o ensu e mo e gene alizable ( ep esen a i e) esul s.
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