Factors Influencing Consumers Online Purchase Intention: A Study among University Students in Indonesia
Mohamad Saparudin (a*), Agus Rahayu (b), Ratih Hurriyati (b)

a) Universitas Pendidikan Indonesia, Jl. Setiabudi 22
Bandung 40151 Indonesia
b) Universitas Pendidikan Indonesia, Jl. Setiabudi 22
Bandung 40151 Indonesia

Abstract

The rapid growth of e commerce market in Indonesia is no doubt. With the number of internet users reaching the number 143.26 million people or about 54.68 % of the total population in Indonesia in 2017, the e commerce market becomes potential market for the future. Because of these significant numbers of users, it is important to understand factors affecting consumers purchase intention in online shopping. The previous study indicated that trust is considered a key factor affecting consumers purchasing intention.
This study explores the influence of perceived risk and reputation on perceived trust and consumer purchase intention. The empirical result obtained in a sample of 152 users that had previously visited several online vendor websites indicated that online purchase intention is influenced positively by perceived risk and perceived trust, and Perceived trust is positively influenced by perceived risk and perceived reputation.

Keywords: Purchase intention, Perceived trust, Perceived risk, Perceived reputation

Topic: Marketing Management