Effect of Digital Advertising and Trust on Purchase Intention in Digital Marketplace

Information and communication technology has been developed and applied in various sectors, including in the buying and selling sector. Currently, many digital marketplaces have emerged that accommodate many stores to sell products in them. Each store tries to be recognized by potential buyers and to make its products sold. One method that is widely used is to use digital advertising. There are lots of digital advertising technologies that can be used by every store. Apart from running digital advertising, stores must also gain and maintain the trust of their customers so that their products will be purchased. Therefore, this study will examine how Digital Advertising and Trust affect the Purchase Intention of buyers. Data was obtained from 100 respondents and then analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique. The results show that both Digital Advertising and Trust have a positive and significant influence on the Purchase Intention of buyers within the digital marketplace. The results of this research contribute from an academic perspective in terms of advancing knowledge related to the relationship between digital advertising, trust, and digital marketplace. Furthermore, from the practical perspective, this study also contributes as a consideration for stores in the digital marketplace to pay more attention to their digital advertising strategies and to consider several efforts to gain potential buyers' trust in them.