THE INFLUENCER OF PRICE ADJUSTMENT STRATEGIES ON CUSTOMER TRUST IN ONLINE STORES ON THE SHOPEE MARKETPLACE

Abstract

This research aims to analyze the effect of price adjustment strategies on consumer trust in the Norest online store on Shopee. Data were analyzed using simple linear regression with SPSS version 24. The results showed that the price adjustment strategy had a positive and significant influence on consumer confidence with a regression coefficient of 0.977 and a significance value of 0.000 (p<0.01). The coefficient of determination of 0.900 indicates that 90% of the variation in consumer confidence is explained by the price variable. This finding is in line with previous studies which state that price can increase consumer confidence in the context of e-commerce, because price acts as an indicator of quality.