PENGARUH KEPERCAYAAN DAN RISIKO PADA MINAT BELI BELANJA ONLINE
ABSTRACT: The
use of internet and e-commerce in Indonesia grows continuously. The Internet
has changed the consumer behaviour in meeting their needs. Therefore, this
study aimed to determine the effect of trust in online stores and perceived
risk on consumer online purchase intention. This study involved 180 internet
users as respondents who have visited online shopping sites in Indonesia. The
results found that consumer trust in online stores have negative effect on
perceived risk in buying online. Otherwise, the trust has positive effect on
online purchase intention. However, this study proves there is no risk in
buying interest referring them to shop online. Furthermore, this study found that
trust level of female customers to online shopping sites is higher than male customers.
Keywords:
Trust, Perceived risk, Online purchase intention, e-commerce, online shopping
Penulis: Rosian
Anwar, Wijaya Adidarma
