ANALISIS PENGARUH FAKTOR - FAKTOR PEMBANGUN TRUST TERHADAP PARTISIPASI PENGGUNA PADA C2C E - COMMERCE - STUDI KASUS: FORUM JUAL BELI KASKUS
Abstract: C2C (consume r-to
-consumer) e-commerce is currently growing fast in Indonesia. A C2C ecommerce
website provides a marketplace in which buyers and sellers meet and make
commercial transactions. Such a transaction requires high trust from both
parties, since marketplaces typically have no or less sufficient mechanisms to
assure that a transaction is safe. This paper analyses whether several factors
that build trust has influence on one's willingness to participate in a
transaction in a C2C e-commerce website. Factors that are considered are structural
assurance, familiarity, perceived similarity, perceived reputation and
perceived risk. Data are collected using a Likert-scaled questionanaire from
109 respondents i.e. The users of FJB (Forum Jual Beli, trading forum) Kaskus.
Data are analysed using the SEM (Structural Equation Model) method. The results
show that (i) perceived reputation has positive and significant influence on
trust; and (ii) trust has positive and significant influence on participation.
Keywords: e-commerce,
structural assurance, familiarity,
perceived similarity, perceived
reputation, perceived risk, trust, participation
Penulis: Windarsyah, Hendrik
Hendrik, Teduh Dirgahayu
Kode Jurnal: jptindustridd130555
