INFLUENCE OF TRUST ON ONLINE SHOPPING IN PREDICTING PURCHASE INTENTION Putri Permatasari, Dr. Dien Mardhiyah, SE., M.S
Universitas Airlangga
Abstract
The user of internet in Indonesia grows quickly nowadays. The growth of the internet user creates an online shopping itself. Todays popularity of social media becomes a chance to do a business activity all over the world, including Indonesia. One of the most popular online commerce media to do the business is Instagram. Risks on doing online shopping could decrease consumers trust. Therefore, trust is the most important aspect in online shopping. This research aims to analyze the effect of trust in the platform of Instagram to familiarity, information seeking and purchase intention.
Data collected through questionnaires that given to respondents who have an Instagram account and have never purchase any fashion product from online shop in Instagram. Respondents that used to analyze the hypotheses were 201 persons. The results of this research show that trust has an effect to purchase intention and information seeking, information seeking has an effect to purchase intention and familiarity, and familiarity has an effect to purchase intention.
Keywords: social commerce, trust, information seeking, familiarity, purchase intention
