Trustworthiness Perception and Decision to Conduct Transactions through E-Commerce Websites in Indonesia
Abstract: The objective of
this research paper is to examine the influence of internal and external
schemes on both the trustworthiness perception and the purchasing decision of
the consumers through digital media in Indonesia. The data collection is
conducted through online survey of 392 respondents aged 18 or above who have at
least conducted one online transaction. The collected data is analyzed using
structural equation modeling (SEM) to examine the seven key hypotheses. The
results of this study show how internal scheme (the aspects of how the message
is transferred and consumer's knowledge) and external scheme (the aspects of
the credibility of the e-commerce B2C websites, references and public comments)
influence on the trustworthiness of the sites. Furthermore, this
trustworthiness aspect influences the consumer's purchasing decision. However,
only the external scheme that has a direct influence on consumer's purchasing
decision. This study implies that e-commerce also contains elements of
consumerism. It is recommended that online consumers realize, understand, able
to refrain, and having the motivation to resist consumerism. In addition, the
government needs to issue stricter regulations amid the online marketing
efforts that are too aggressive and involve various types of the irresponsible
external schemes.
Keywords: communication,
e-commerce, marketing scheme theories, purchasing, trustworthiness, transaction
decision
Author: Ferdinand Dehoutman
Saragih, Doseba Tua Sinay
Journal Code: jpadministrasinegaragg140061
