Perceived Factors Influencing Consumer Trust and Its Impact on Online Purchase Intention in Indonesia

This research tries to examine the factors that influence consumer perception to do online shopping in Indonesia. Based on previous study, one of the key factor that affect customer intention to purchase online is trust. The purpose of this study is to investigate the impact of Indonesian consumers trust on their intention to purchase in Indonesian marketplace. The model that used in this study suggests a significant relationship between online trust in combination with perceived technology and online purchase intention. This model also suggests that online trust mediates the effects of e-commerce knowledge, perceived reputation, perceived risk and perceived technology toward online purchase intention. This study was done by determining the indicator of each used variables based on previous research. The operationalization of variables was done in the making of questionnaires so that each question has the highest relevance to its variable. We did the calculation analysis using PLS-SEM method using SmartPLS v.3.2.6. The results shows that all relationship between these variables are significant except between perceived reputation and online trust. This study confirms that Indonesian consumers trust has significant effect on their online purchase intention. The implication of this result are discussed for researchers and practical world.