The Mediating Role of Consumer Satisfaction in The Influence of Trust and Service Quality on Streetwear Purchase Decisions on Shopee

Abstract

Background: The rapid expansion of digital marketplaces has heightened the significance of consumer trust, service quality, and satisfaction in determining online purchase decisions, especially among Generation Z buyers who acquire streetwear products via Shopee. Objective: This research investigates the direct influence of consumer trust and service quality on purchase decisions and assesses the mediating function of consumer satisfaction among Generation Z consumers residing in Serang City. Methods: An explanatory quantitative survey involving 100 respondents chosen via purposive sampling was carried out. The data were gathered through a five-point Likert-scale questionnaire and processed using IBM SPSS Statistics version 20, encompassing validity and reliability examinations, classical assumption tests, simple and multiple linear regression, t-tests, F-tests, coefficients of determination, and Sobel mediation analysis. Results: Both consumer trust and service quality exerted positive and significant direct effects on purchase decisions as well as on consumer satisfaction, whereas consumer satisfaction likewise positively and significantly influenced purchase decisions. The Sobel analyses verified significant mediation for trust (Z = 5.396) and for service quality (Z = 5.771). Within the simultaneous model, consumer satisfaction stayed significant, and the model accounted for 61.0% of the variance in purchase decisions. Conclusion: Consumer satisfaction occupies a pivotal mediating position in converting consumer trust and perceived service quality into streetwear purchase decisions on Shopee. These results suggest that sellers and marketplace managers ought to combine trust-building, service enhancement, and satisfaction management to reinforce purchasing outcomes.