Faktor-faktor yang memepengaruhi trust terhadap sistem e-commerce

Dharma, Fitra (adv.Dr. Didi Achjari, M.Com), Didi Achjari,Dr. M.Com

2006 | Tesis | S2 Accounting

Penelitian ini bertujuan untuk menemukan bukti empiris adanya pengaruh structural assurance belief situational normality belief calculative based-belief perceived reputation, perceived size kepada kepercayaan (trust) pengguna internet terhadap sistem e-commerce. Menggunakan metode e-mail survei secara convenience sampling ke 28 diskusi yang berkaitan dengan komputer diperoleh respon sebanyak 127 e-mail. Sejumlah 27 kuisioner yang diterima tidak lengkap sehingga sehingga hanya 100 kuisioner yang dapat dianalisa. Menggunakan uji analisis regresi berganda diperoleh hasil yakni structural assurance belief (t=5,901 p=O,OO) dan perceived reputation (t=3,759 p=O,OOO) berpengaruh terhadap trust pengguna internet terhadap sistem e-commerce. Tetapi penelitian ini tidak memperoleh bukti empiris bahwa situational normality belief (t=O,327 p=O,745), calculative based-belief (t= -0,641 p=O,523), perceived size (t= 0,483 p=0,630) berpengaruh terhadap trust di e-commerce. Ke1ima variabel independen penelitian ini hanya mampu menjelaskan variasi trust sebesar 52,3% sedang sisanya dije1askan faktor lain. Penelitian ini menemukan bukti empiris bahwa struccural assurance belief dan perceived reputat;on secara signifikan berpengaruh terhadap trust pengguna internet Indonesia terhadap sistem e-commerce. Riset-riset selanjutnya perlu mene1iti faktor lain yang mempengaruhi trust seperti ease of use, faktor kepribadian dan pengalaman bertransaksi.

The objective of this research is to find the empirical evidence whether structural assurance belief, situational normality belief, calculative based-belief, perceived reputation and perceived size have positive effect to trust in e-commerce system. Using e-mail method survey by convenience sampling had obtained 127 questionnaire. A number of 27 questionnaire accepted incomplete so that only 100 questionnaire, which can be analyzed. It used multiple-regression to analyze the data. Result of the study indicates that structural assurance belief and perceived reputation had positive and significant influences. But this research failed to find out empirical evidence that situational normality belief, calculative based-belief, and perceived size had significant influences. Researches in the future require to check the other factor influencing trust such: personality, ease of use and transaction experience also industry differencies.

Kata Kunci : e-commerce, trust, structural assurance, situational normality, and calculative based-belief perceived reputation, perceived size