Demographic Differences in Consumer Trust and Online Purchase Decisions: Evidence from Smartphone Purchases in E-Commerce

Ida Zuniarti; Hari Gursida; Agus Setyo Pranowo

doi:10.14414/jebav.v29i2.5600

Vol. 29 No. 2 (2026), Articles

Vol. 29 No. 2 (2026) Pages 100-118

Demographic Differences in Consumer Trust and Online Purchase Decisions: Evidence from Smartphone Purchases in E-Commerce

Ida Zuniarti⁺⁻
Hari Gursida⁺⁻
Agus Setyo Pranowo⁺⁻

Ida Zuniarti

Faculty of Economics and Business, Universitas Nusa Mandiri, Jakarta, Indonesia

https://orcid.org/0000-0002-3388-1516

Hari Gursida

Universitas Pakuan, Bogor, Jawa Barat, Indonesia

Agus Setyo Pranowo

Universitas Pakuan, Bogor, Jawa Barat, Indonesia

DOI: 10.14414/jebav.v29i2.5600

Published 06-10-2026

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Keywords

consumer trust
online purchase decision
online shopping experience
e-commerce
demographic characteristics

How to Cite

Zuniarti, I., Gursida, H., & Pranowo, A. S. (2026). Demographic Differences in Consumer Trust and Online Purchase Decisions: Evidence from Smartphone Purchases in E-Commerce. Journal of Economics, Business, & Accountancy Ventura, 29(2), 100-118. https://doi.org/10.14414/jebav.v29i2.5600

Abstract

The rapid growth of e-commerce requires a deeper understanding of the differences in consumer responses to online transactions. This study examines whether consumer trust and online purchase decisions differ based on gender, age, monthly expenditure, and online shopping experience in smartphone purchases through e-commerce platforms. A quantitative approach was employed using survey data from 385 students from private higher education institutions in Jakarta Province who had experience purchasing smartphones online. Data were collected using a five-point Likert-scale questionnaire and analyzed using descriptive statistics, independent-samples t-test, and one-way ANOVA with the SPSS software. The findings show that gender, age, and monthly expenditure do not produce statistically significant differences in consumer trust and online purchase decisions. Online shopping experience also did not produce a statistically significant difference in consumer trust (p = 0.141), but a statistically significant difference was found in online purchase decisions (p = 0.044). The mean difference was relatively small, with a Cohen’s d of approximately 0.22. These findings suggest that online shopping experience may provide additional discriminatory value for online purchase decisions beyond basic demographic characteristics, although its practical effect is relatively small in this study.

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Demographic Differences in Consumer Trust and Online Purchase Decisions: Evidence from Smartphone Purchases in E-Commerce

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