Price, Security, Convenience, and Trust Effects on Online Shopping Behavior in Fashion Boutique Using PLS-SEM

Purpose: This study analyzes how price, security, convenience, and trust influence online shopping behavior at Boutique Shevk.id to identify key drivers for improving digital marketing and customer retention in SME social commerce.

Research Methodology: A quantitative approach using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 3.0 was employed. A purposive sample of 50 consumers was selected due to the unknown population size. Data were collected through an online questionnaire distributed via Google Forms. The measurement model was evaluated using convergent validity (outer loadings, AVE ≥ 0.50), discriminant validity (Fornell-Larcker criterion), and reliability (Cronbach’s alpha and Composite Reliability ≥ 0.70). Structural model testing used bootstrapping with a t-statistic threshold of 1.658 (p < .05).

Results: All constructs met validity and reliability criteria. One security indicator (K1 = 0.459) was retained due to acceptable AVE (0.504). All hypotheses were supported: price (T = 3.450, p = .002), security (T = 2.619, p = .001), convenience (T = 3.973, p = .000), and trust (T = 3.901, p = .000) significantly influenced online shopping behavior. Convenience and trust showed the strongest effects.

Conclusions: Price, security, convenience, and trust significantly and positively affect online shopping behavior, with convenience and trust as dominant factors.

Limitations: The study is limited by a small sample size and single-entity focus.

Contributions: This research provides empirical evidence for online shopping behavior in Indonesian social commerce SMEs and offers practical implications for digital marketing strategies.