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ABSTRACT:

The rapid growth of e-commerce in Indonesia has created new opportunities and challenges for Small and Medium Enterprises (SMEs), transforming how consumers interact with businesses. Despite the significant rise, there is limited research focused on the influence of perceived value, trust, and commitment on consumer decision-making in SME e-commerce, especially in the Indonesian context. Using a quantitative approach, data were collected from 300 e-commerce consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that Commitment plays a crucial role in influencing consumers’ Purchase Decision and Post-Purchase Evaluation, underscoring its impact in building loyalty and driving repeat behavior. Additionally, Trust consistently supports consumer engagement across multiple decision stages, reinforcing its role as a strategic asset for SMEs. These findings emphasize the need for SMEs to cultivate trust and foster long-term commitment as key levers for enhancing consumer decision quality, increasing satisfaction, and sustaining competitiveness in dynamic market environments. The study also contributes to the growing literature on consumer behavior in emerging markets and offers practical implications for digital marketing strategies in Indonesian SMEs.

KEYWORDS:

Consumer Decision-Making Process (CDMP), E-commerce, Small and Medium Enterprises (SMEs), Trust-Commitment Theory, Perceived Value, Consumer Behavior

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