Understanding Consumer Purchase Behavior in Digital Marketplaces: A SEM-PLS Approach to Ease of Use, Trust, and Transaction Security

Abstract

This study aims to analyze the influence of perceived ease of use and consumer trust on purchase intention and purchase decisions, with transaction security as a moderating variable. A quantitative approach was employed using the SEM-PLS method with data collected from 100 respondents through a Likert scale questionnaire (1–5). The analysis focused on evaluating the measurement model using outer loading, AVE, Cronbach’s Alpha, rho_c, and VIF. The results indicate that most constructs do not meet the required validity and reliability thresholds, as reflected by low AVE and reliability values, along with several weak and negative indicator loadings. These findings suggest limitations in the measurement model. In conclusion, refinement of measurement instruments is necessary to obtain more accurate results in analyzing consumer behavior in digital marketplace contexts.