Abstract
Trust plays an important role in online purchasing. Trust issues that arise in online purchasing occur since consumers cannot verify the product directly. This study aims to analyze the antecedents of trust in terms of online purchase decision and analyze the effect of trust on online purchase decision. The sampling technique used in this study was purposive sampling. The total sample of 120 respondents in Jakarta was obtained through the distribution of online questionnaires. The data analysis method used in this study is Partial Least Square (PLS). The results show that brand image and security are the antecedents of trust which have a significant positive effect on trust. The results show that perceived risk is the antecedent of trust which has a significant negative effect on trust. The results also show that consumer trust has a significant positive effect on online purchase decision. KEYWORDS: trust, antecedents, purchase decision, partial least square
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