Factors Influencing Indonesian Consumers' Trust In Internet Shopping

MUHAMMAD ALIANUR, Bayu Sutikno, M.S.M.,Ph.D.

2014 | Skripsi | MANAJEMEN

Developments in the scope of science and technology in globalization era makes the pattern of human life becomes easier in various perspectives. One of them comes from e-commerce phenomenon that rapidly overspread on internet users environmental then creates advantages between industry executants. Relatively in Indonesia the last twelve years existence of appearance various online corporate brand images encourages web users purchases using online media. However considering lack of trust in internet shopping on e-commerce causes main reason why many internet users avoid purchases through market space. Especially with the amount of many practice of untrustworthy way occurs on the internet shopping. Therefore, trust factor constitute fundamental basis that may not be negotiable when committed using e-commerce. Five popular Indonesian corporate web stores based online store marketplace was chosen as research object because web stores based online marketplace only provide facilities for the selected internet merchant who may be selling in its place. The research was conducted using primary data. The sampling method that used in this studied was purposive sampling. Instruments testing in this study were used validity test and reliability test. A sample of 238 respondents was surveyed and based on the research results, it indicated that the improvement of perceived reputation, trustworthiness of internet merchant, privacy of web, security protection, and perceived risks consequently lead to the greater consumer trust in internet shopping.

Developments in the scope of science and technology in globalization era makes the pattern of human life becomes easier in various perspectives. One of them comes from e-commerce phenomenon that rapidly overspread on internet users environmental then creates advantages between industry executants. Relatively in Indonesia the last twelve years existence of appearance various online corporate brand images encourages web users purchases using online media. However considering lack of trust in internet shopping on e-commerce causes main reason why many internet users avoid purchases through market space. Especially with the amount of many practice of untrustworthy way occurs on the internet shopping. Therefore, trust factor constitute fundamental basis that may not be negotiable when committed using e-commerce. Five popular Indonesian corporate web stores based online store marketplace was chosen as research object because web stores based online marketplace only provide facilities for the selected internet merchant who may be selling in its place. The research was conducted using primary data. The sampling method that used in this studied was purposive sampling. Instruments testing in this study were used validity test and reliability test. A sample of 238 respondents was surveyed and based on the research results, it indicated that the improvement of perceived reputation, trustworthiness of internet merchant, privacy of web, security protection, and perceived risks consequently lead to the greater consumer trust in internet shopping.

Kata Kunci : E-commerce, Internet Shopping, Consumer Behavior, Trust, Indonesia