Abstract:
This study aims to analyze the effect of price perception and perceived value on consumer trust among students of the Management Study Program, Faculty of Economics and Business, Universitas Halu Oleo, who actively engage in online shopping. This research employs a quantitative approach with a causal research design. Data were collected through an online questionnaire distributed to 90 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that price perception has a positive and significant effect on consumer trust. In addition, perceived value also has a positive and significant effect on consumer trust, with a more dominant influence compared to price perception. Simultaneously, price perception and perceived value explain a substantial proportion of the variance in students’ consumer trust. These findings suggest that students evaluate e-commerce transactions holistically by considering price fairness as well as the perceived functional, emotional, and social value.
References
Ali, M. (2025). THE INFLUENCE OF PRICING STRATEGIES ON CONSUMER PERCEPTIONS OF PRODUCT QUALITY AND VALUE: EVIDENCE FROM YOUNG INDIAN CONSUMERS. Indian Scientific Journal of Research in Engineering and Management, 5. https://doi.org/10.55041/ijsrem50505
Ali, S., Li, G., Yang, P., Hussain, K., & Latif, K. (2021). PURCHASING BEHAVIOR OF ORGANIC FOOD AMONG CHINESE UNIVERSITY STUDENTS. Sustainability, 13(10), 5464. https://doi.org/10.3390/su13105464
Amelia, R., Putri, N. A., & Safitri, D. (2025). ANALISIS PENGARUH STORE BADGES, PRODUCT QUALITY, DAN PRICE PERCEPTION TERHADAP CUSTOMER TRUST SERTA PURCHASE DECISION DI PLATFORM E-COMMERCE. J-SIME: Journal of Strategic Innovation in Management and Economics, 2(1). https://doi.org/10.71417/j-sime.v2i1.841
Anisa, F., Ramadhan, A., & Sari, D. P. (2024). HARGA DAN KEPERCAYAAN KONSUMEN PADA KEPUTUSAN PEMBELIAN E-COMMERCE. Indonesian Journal of Management Science, 3(2). https://doi.org/10.46821/ijms.v3i2.530
Benhardy, A., Hidayat, R., & Nugroho, S. (2020). BRAND IMAGE AND PRICE PERCEPTIONS IMPACT ON PURCHASE INTENTIONS: MEDIATING BRAND TRUST. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
Chaidir, R., Sari, N., & Pratama, A. (2025). THE ROLE OF CUSTOMER TRUST AS MEDIATOR BETWEEN PRODUCT QUALITY, PRICE, AND PURCHASE DECISION AMONG EIGER ADVENTURE CUSTOMERS. Jurnal Riset Bisnis dan Manajemen, 18(2). https://doi.org/10.23969/jrbm.v18i2.24832
Dawra, J., Kataria, S., & Gupta, A. (2021). DECODING PRICE PROMOTIONS: A MODERATED MEDIATION MODEL OF FAIRNESS, TRUST, AND DEAL PRONENESS. Social Science Research Network. https://doi.org/10.2139/ssrn.3866381
Fandy, T., Sondakh, J., & Kalalo, M. (2024). THE EFFECT OF CONSUMER TRUST AND PERCEIVED VALUE ON PURCHASE INTENTION OF ONLINE THRIFT SHOPS IN MANADO.
Ferdiansyah, R., Pramono, A., & Lestari, S. (2024). THE INFLUENCE OF SOCIAL MEDIA MARKETING AND PRICE ON PURCHASE DECISION AND REPURCHASE INTENTION THROUGH BRAND TRUST AMONG E-COMMERCE CONSUMERS IN INDONESIA.
Hermawanto, D., Suryani, T., & Nugraha, A. (2025). CONSUMER TRUST MEDIATION: THE RELATIONSHIP BETWEEN BRAND IMAGE AND PRICE PERCEPTION ON PURCHASE DECISIONS AT MIXUE NUSALOKA. Eduvest, 5(5). https://doi.org/10.59188/eduvest.v5i5.51149
Hride, F. T., Islam, M. A., & Rahman, M. M. (2021). LINKING PERCEIVED PRICE FAIRNESS, CUSTOMER SATISFACTION, TRUST, AND LOYALTY: A STRUCTURAL EQUATION MODELING OF FACEBOOK-BASED E-COMMERCE IN BANGLADESH. Global Business and Organizational Excellence, 40(6), 28–45. https://doi.org/10.1002/joe.22146
Khalikussabir, K., Hidayat, A., & Ramadhan, R. (2022). PERCEIVED PRICE, E-TRUST, E-SATISFACTION, AND ONLINE REPURCHASE INTENTION: A STUDY OF YOUNG ONLINE CONSUMER BEHAVIOR. JEMA (Malang), 19(1). https://doi.org/10.31106/jema.v19i1.11218
Makorere. (2024). UNVEILING DIRECT EFFECTS OF SERVICE QUALITY AND PRICE PERCEPTION ON BRAND TRUST AND PURCHASE INTENTION: A COMPREHENSIVE PLS-SEM ANALYSIS. Journal of Marketing Research.
Menhard, R., Lestari, S., & Purnomo, A. (2025). SOCIAL MEDIA, PRICE PERCEPTION, AND REPURCHASE INTENTION: THE ROLE OF TRUST. Jurnal Ilmiah Manajemen Kesatuan, 13(5). https://doi.org/10.37641/jimkes.v13i5.3717
Miao, M., Wang, J., & Wang, Y. (2022). THE INFLUENCE OF E-CUSTOMER SATISFACTION, E-TRUST AND PERCEIVED VALUE ON CONSUMER’S REPURCHASE INTENTION IN B2C E-COMMERCE SEGMENT. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-022
Niemeier, J., Hoffmann, S., & Becker, J. (2024). EXPLORING PSYCHOLOGICAL DRIVERS IN DYNAMIC PRICING AND CONSUMER DECISION MAKING. Golden Ratio of Marketing and Applied Psychology of Business, 5(1). https://doi.org/10.52970/grmapb.v5i1.654
Ozkan, T., Yildirim, S., & Demirci, E. (2024). THE EFFECTS OF PERCEIVED PRICE, QUALITY, AND CONSUMER TRUST ON PURCHASE INTENTIONS OF HALAL PRODUCTS. In Advances in Business Strategy and Competitive Advantage (pp. 37–56). https://doi.org/10.1007/978-981-97-5400-7_3
Pan, Y. (2024). THE IMPACT OF CONSUMER-PERCEIVED VALUE ON THE SALES AND MARKETING PERFORMANCE OF SKINCARE ENTERPRISES IN THE CONTEXT OF E-COMMERCE LIVE STREAMING USING CONSUMER TRUST.
Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). DOES PRICE TOLERANCE DEPEND UPON THE TYPE OF PRODUCT IN E-RETAILING? ROLE OF CUSTOMER SATISFACTION, TRUST, LOYALTY, AND PERCEIVED VALUE. Journal of Strategic Marketing, 28(6), 522–541. https://doi.org/10.1080/0965254X.2019.1569109
Priandani, R., Lestari, S., & Wahyuni, N. (2023). ANALISIS HARGA DAN KUALITAS PELAYANAN YANG MENDORONG MINAT PEMBELIAN APLIKASI ONLINE SHOP PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ABDURRACHMAN SALEH SITUBONDO DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING. Jurnal Mahasiswa Entrepreneur, 2(8). https://doi.org/10.36841/jme.v2i8.3594
Razak, A., Nur, H., & Ramli, M. (2024). PENGARUH HARGA DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA PADA LIVE STREAMING APLIKASI TIKTOK SHOP. Neraca: Jurnal Pendidikan Ekonomi, 9(2). https://doi.org/10.33084/neraca.v9i2.7168
Saragih, R., Lubis, A., & Siregar, H. (2024). THE EFFECT OF PERCEIVED PRICE, E-TRUST, AND QUALITY OF DELIVERY ON REPURCHASE INTENTION MEDIATED BY PERCEIVED VALUE ON TOKOPEDIA.
Senali, M. G., Kaur, P., & Dhir, A. (2024). DETERMINANTS OF TRUST AND PURCHASE INTENTION IN SOCIAL COMMERCE: PERCEIVED PRICE FAIRNESS AND TRUST DISPOSITION AS MODERATORS. Electronic Commerce Research and Applications, 64, 101370. https://doi.org/10.1016/j.elerap.2024.101370
Susanto, A., Prabowo, H., & Kosasih, W. (2019). FACTORS AFFECTING COLLEGE STUDENTS’ TRUST IN ONLINE SHOPPING TRANSACTIONS. In Proceedings of the 2019 International Conference on Information Technology Systems and Innovation (ICITSI). https://doi.org/10.1109/CITSM47753.2019.8965359
Takaya, R. (2023). ANALYSIS OF THE INFLUENCE OF BRAND IMAGE ON PURCHASE INTENTIONS THROUGH PERCEIVED PRICE, TRUST, AND PERCEIVED VALUE. Journal of Economics, Finance and Management Studies, 6(2). https://doi.org/10.47191/jefms/v6-i2-39
Utarsih, H., Pratiwi, A., & Wibowo, A. (2023). BOOSTING CUSTOMER TRUST: PRICING, EXPERIENCE AND VALUE IN ENCHANTING WEST JAVA TOURISM. Journal of Eastern European and Central Asian Research, 10(6). https://doi.org/10.15549/jeecar.v10i6.1497
Wang, X., Li, Y., & Chen, Z. (2024). BEYOND CONVENIENCE: EXPLORING THE HIDDEN IMPACT OF ALGORITHMIC PRICING ON CONSUMER TRUST AND LOYALTY IN CHINESE ONLINE TRAVEL AGENCIES. International Journal of Tourism Research, 26(6). https://doi.org/10.1002/jtr.2785
Wang, Y., Zhang, M., & Liu, Y. (2023). THE IMPACT OF CONTEXT CUES ON COLLEGE STUDENTS’ PURCHASE BEHAVIOR FOR LOW-CARBON PRODUCTS IN CBEC. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1287235
Yuliastuti, N. (2024). EFFECT OF PRICE PERCEPTION, BRAND TRUST, AND PRODUCT QUALITY ON CONSUMER BUYING BEHAVIOR.
Yurtsever, G. (2024). A STUDY OF SLOVAK UNIVERSITY STUDENTS’ EXPERIENCES OF A FAST FOOD BRAND IN THE CONTEXT OF PERCEIVED VALUE, SERVICE QUALITY AND CUSTOMER TRUST AND LOYALTY.