Predicting Consumer Purchase Intention in Personal Shopper Services Using Big Data Analytics and SEM

Suryari Purnama; Cicilia Sriliasta Bangun; Erlina Puspitaloka Mahadewi

doi:10.34306/ijcitsm.v5i1.192

Authors

Suryari Purnama Universitas Esa Unggul https://orcid.org/0000-0002-7872-2869
Cicilia Sriliasta Bangun Universitas Esa Unggul https://orcid.org/0000-0002-6329-9180
Erlina Puspitaloka Mahadewi Universitas Esa Unggul https://orcid.org/0000-0002-6835-5903

DOI:

https://doi.org/10.34306/ijcitsm.v5i1.192

Keywords:

Online Purchase Intention, Trust, Perceived Risk, Reputation, E-commerce

Abstract

The rapid growth of informal personal shopper (Jastip) services in Indonesia, driven by social media, reflects a growing market demand for convenient access to diverse products, though the lack of formal guarantees in transactions highlights the critical role of consumer trust. This study aims to explore the antecedents of consumer trust price, perceived risk, and reputation and their influence on online purchase intention within the Jastip context. Employing a quantitative research approach with a causal design, data was collected from 130 Jastip consumers in Jakarta, Indonesia, via an online questionnaire, and analyzed using Structural Equation Modeling (SEM) with Lisrel software. The results indicate that price and reputation significantly and positively influence consumer trust, which in turn directly impacts online purchase intention. Crucially, consumer trust fully mediates the relationship between price and online purchase intention, as well as between reputation and online purchase intention. However, perceived risk was found to have no significant influence on consumer trust, nor did it mediate the relationship between perceived risk and online purchase intention. These findings highlight the importance of price perception and reputation in cultivating consumer trust, which is essential for driving online purchase intention in Jastip services, while suggesting that factors like hedonic motivations or social trust may override traditional risk assessments in informal online service contexts.

References

S. Singh, D. S. Chaubey, R. Raj, V. Kumar, M. Paliwal, and S. Mahlawat, “Social media communication, consumer attitude and purchase intention in lifestyle category products: a pls-sem modeling,” Marketing Intelligence & Planning, vol. 43, no. 2, pp. 272–296, 2025.

R. R. Kumar, “Business model innovation rethinking the way we do business: Adapting to change with strategic and agile business models,” AI-Powered Leadership: Transforming Organizations in the Digital Age, pp. 109–134, 2025.

R. H. Boyer, A. D. Hunka, E. Vanacore, and H. B. Brauer, “Why some consumers choose circular and others do not: the social practice of shopping for circular garments,” Circular Economy and Sustainability, pp. 1–21, 2025.

J. Siswanto, A. Rahmwati, U. Rahardja, N. D. Putra, M. I. N. Hakim, T. Pinandita, and I. B. Prasetyo, “Short-term prediction of bus station fleet number using a combination of bilstm models,” Automotive Experiences, vol. 8, no. 1, 2025.

S. T. Brahmana and A. Shiratina, “Analysis of the decision to use jastip (personal shopper) through trust as a mediating variable,” Journal of Sustainable Economic and Business, vol. 1, no. 4, pp. 221–242, 2024.

Y. H. Yeni, Y. Yulihasri, S. Syafrizal et al., “Understanding the jastip business model phenomenon in indonesia,” AMAR (Andalas Management Review), vol. 8, no. 2, pp. 21–34, 2024.

I. S. Fadli, N. P. Lestari, and A. A. Putri, “Implementation of white hat seo-based digital incubator platform,” International Transactions on Education Technology (ITEE), vol. 1, no. 2, pp. 122–130, 2023.

N. I. Nurfadhila, “The influence of brand image and online marketing on purchase decision of rare beauty in indonesia,” Asian Journal of Research in Business and Management, vol. 6, no. 1, pp. 114–130, 2024.

N. Zahrah and B. Soeherman, “Minor truth of girl math on mental accounting perspective,” Assets: Jurnal Akuntansi dan Pendidikan, vol. 13, no. 3, pp. 202–218, 2024.

M. G. Hardini, T. Khaizure, and G. Godwin, “Exploring the effectiveness of e-learning in fostering innovation and creative entrepreneurship in higher education,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 1, pp. 34–42, 2024.

N. A. Dwityas, H. I. Wahyuni, and S. Andarwati, “Momfluencers as digital entrepreneurs: Social media, economic empowerment, and challenges in indonesia,” Journal of Sustainable Economic and Business, vol. 2, no. 2, pp. 88–98, 2025.

Y. Tzu-Chien, “Living with god differently an ethnography of middle-class lay-muslims in jakarta in the 2010s,” Ph.D. dissertation, The Australian National University (Australia), 2024.

S. Budz, Research regarding the influence of social media on the quality of services in the sharing economy. Springer, 2023.

H. Nurhaeni, A. Delhi, O. P. M. Daeli, S. A. Anjani, and N. A. Yusuf, “Optimizing electrical energy use through ai: An integrated approach for efficiency and sustainability,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 106–113, 2024.

Y. Sun, K. Leng, and H. Xiong, “Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era,” Journal of Retailing and Consumer Services, vol. 69, p. 103118, 2022.

M. Aldani et al., “The impact of marketing mix strategies on consumer purchasing decisions,” The Impact of Marketing Mix Strategies on Consumer Purchasing Decisions (February 09, 2025), 2025.

C. Ekblad, “Value Propositions Related Communication and What Creates Value in Civil Engineering from a Service-Dominant Logic perspective,” 2024.

F. Ariyanto, N. P. L. Santoso, M. F. Kamil, and U. Rahardja, “Innovative mobile banking solutions powered by 5g: Ensuring security and seamless connectivity,” in 2024 6th International Conference on Cybernetics and Intelligent System (ICORIS). IEEE, 2024, pp. 01–05.

O. J. Oteri, E. C. Onukwulu, A. N. Igwe, C. P.-M. Ewim, A. I. Ibeh, and A. Sobowale, “Dynamic pricing models for logistics product management: balancing cost efficiency and market demands,” Journal not provided, 2023.

B. Any, T. Ramadhan, E. A. Nabila et al., “Decentralized academic platforms: The future of education in the age of blockchain,” Blockchain Frontier Technology, vol. 3, no. 2, pp. 112–124, 2024.

P. T. Van Anh, “Investigating cultural differences, risks, and purchase intention in cross-border e-commerce: A mixed-method analysis,” 2024.

E. Smith, N. A. Santoso, N. Azizah, E. D. Astuti et al., “Exploration of the impact of social media on children’s learning mechanisms,” Journal of Computer Science and Technology Application, vol. 1, no. 1, pp. 33–40, 2024.

Q. Luu Thu, “Impact of earning management and business strategy on financial distress risk of vietnamese companies,” Cogent Economics & Finance, vol. 11, no. 1, p. 2183657, 2023.

C. Santos, A. Coelho, and A. Marques, “The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk,” Asia-Pacific Journal of Business Administration, vol. 16, no. 3, pp. 655–676, 2024.

T. J. Holt, J. R. Lee, and E. O’Dell, “Assessing the practices of online counterfeit currency vendors,” Crime & Delinquency, vol. 71, no. 6-7, pp. 1696–1717, 2025.

B. Ameh, “Digital tools and ai: Using technology to monitor carbon emissions and waste at each stage of the supply chain, enabling real-time adjustments for sustainability improvements,” Int J Sci Res Arch, vol. 13, no. 1, pp. 2741–2754, 2024.

V. A. Phamthi, ´A. Nagy, and T. M. Ngo, “The influence of perceived risk on purchase intention in e-commerce—systematic review and research agenda,” International Journal of Consumer Studies, vol. 48, no. 4, p. e13067, 2024.

G. H. Nguyen and M. Mitrushi, “Evaluating the impact of private label brands vs. national brands on purchase intention: The mediating role of brand embarrassment,” Master’s thesis, Handelshøyskolen BI, 2024.

T. K. Alhasan, “Managing legal risks in health information exchanges: A comprehensive approach to privacy, consent, and liability,” Journal of Healthcare Risk Management, vol. 44, no. 4, pp. 12–24, 2025.

K. MATLOVI ˇCOV ´A, “The triadic nexus: Understanding the interplay and semantic boundaries between place identity, place image, and place reputation,” Folia Geographica, vol. 66, no. 1, p. 69, 2024.

S. Y. Li, A. R. Graul, and J. J. Zhu, “Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing,” Journal of the Academy of Marketing Science, vol. 52, no. 1, pp. 164–195, 2024.

M. Ahli, M. F. Hilmi, and A. Abudaqa, “Ethical sales behavior influencing trust, loyalty, green experience, and satisfaction in uae public entrepreneur firms,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 149–168, 2024.

I. Saefudin, “Leveraging user-generated content as a marketing communication strategy,” Jurnal Multidisiplin Sahombu, vol. 4, no. 02, pp. 289–298, 2024.

C. Cao, S. Ramachandran, M. L. Siow, T. Subramaniam, and L. Liu, “The impact of social media on wine tourists’ decision-making intentions: An empirical study using the elaboration likelihood model,” Tourism Review International, vol. 28, no. 3, pp. 233–250, 2024.

E. Susilowati and N. S. L. Toruan, “Halal label: Interreligious youth’s consumption decisions regarding korean products,” Journal of Halal Product and Research (JHPR) Volume, vol. 7, no. 2, 2024.

R. A. Aaron, R. F. Firdausi et al., “Impact of trade policies on the msmes’ competitiveness in indonesia: The case of e-commerce import restrictions,” Policy Brief, Tech. Rep., 2024.

R. F. Rifathurrahman, H. Chaniago, and Y. Efawati, “The effect of e-service quality on repurchase interests of the online shopping shopee indonesia,” Jurnal Ekonomika dan Manajemen, vol. 13, no. 1, pp. 8–25, 2024.

L. K. Choi, N. Iftitah, and P. Angela, “Developing technopreneur skills to face future challenges,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 5, no. 2, pp. 127–135, 2024.

A. C. Lewis, G. D. Bruton, and D. A. Shepherd, “A promise not (yet) fulfilled: Entrepreneurship, opportunity underexploitation, and the reproduction of inequality via consumer markets,” Academy of Management Review, no. ja, pp. amr–2022, 2024.

T. Pujiati, H. Setiyowati, B. Rawat, N. P. L. Santoso, and M. G. Ilham, “Exploring the role of artificial intelligence in enhancing environmental health: Utaut2 analysis,” Sundara Advanced Research on Artificial Intelligence, vol. 1, no. 1, pp. 37–46, 2025.

M. A. A. M. N. I. M. O. F. S. Md Rakibul Hafiz Khan Rakib, Shah Alam Kabir Pramanik, “Title of the article,” PMC, 2025, accessed: 2025-06-25. [Online]. Available: https://pmc.ncbi.nlm.nih.gov/articles/PMC9476370/

M. R. Anwar and S. Purnama, “Boarding house search information system database design,” International Journal of Cyber and IT Service Management, vol. 2, no. 1, pp. 70–81, 2022.

C. Sefa-Nyarko, “Ghana’s national energy transition framework: Domestic aspirations and mistrust in international relations complicate ‘justice and equity’,” Energy Research & Social Science, vol. 110, p. 103465, 2024.

A. H. Aditiya, H. Hamdan, S. N. W. Putra, S. Visiana, and R. Thakkar, “Transforming education with genai: Case study on chatgpt, midjourney, and policy changes,” Sundara Advanced Research on Artificial Intelligence, vol. 1, no. 1, pp. 20–27, 2025.

M. Barone, C. Bussoli, and L. Fattobene, “Digital financial consumers’ decision-making: a systematic literature review and integrative framework,” International Journal of Bank Marketing, vol. 42, no. 7, pp. 1978–2022, 2024.

A. Suradi, S. Purwati, M. Zakaria, R. Nurbakti, and F. Mustafa, “Analysis of determinant factors customer loyalty towards brand in the telecommunication industry with the digitalization paradigm,” Jurnal Sistim Informasi dan Teknologi, pp. 36–41, 2024.

S. Maesaroh, L. Kusumaningrum, N. Sintawana, D. P. Lazirkha, R. Dinda et al., “Wireless network security design and analysis using wireless intrusion detection system,” International Journal of Cyber and IT Service Management, vol. 2, no. 1, pp. 30–39, 2022.

M. A. Ervina Fernandes, Hatane Semuel, “The influence of social media advertising on purchase intention through utilitarian and hedonic shopping motivation: A study at beauty care and anti-aging clinic service in surabaya,” Garuda Kemdikbud, 2025. [Online]. Available: https://ijbs.petra.ac.id/index.php/ijbs/article/view/66/49

U. W. Nuryanto, I. Quraysin, I. Pratiwi et al., “Environmental management control system, blockchain adoption, cleaner production, and product efficiency on environmental reputation and performance: Empirical evidence from indonesia,” Sustainable Futures, vol. 7, p. 100190, 2024.

N. D. Noviati, M. Munawarah, T. L. Amir, and T. Febiola, “Relationship between body mass index and urinary incontinence in the elderly: A comprehensive analysis,” ADI Journal on Recent Innovation, vol. 6, no. 1, pp. 65–73, 2024.

M. Rehman, B. Dhiman, N.-D. Nguyen, R. Dogra, and A. Sharma, “Behavioral biases and regional diversity: An in-depth analysis of their influence on investment decisions-a sem & micom approach,” Qubahan Academic Journal, vol. 4, no. 2, pp. 70–85, 2024.