Multivariate Analysis for Determinants of Online Consumers Trust

Aprilia Aryanti Widyasari,Achmad Yanu Alifianto,Putri Pratama Deliana Nursafitri

doi:10.47494/pbft.2021.1.24

Abstract

This research aims to examine the effect of customer satisfaction on customer trust, the effect of security perception on customer satisfaction and customer trust, the influence of privacy on customer satisfaction and customer trust, the influence of brand awareness on customer satisfaction and customer trust, as well as the influence of customer satisfaction mediation on the relationship between perception security, privacy and brand awareness with customer trust. This research focuses observations on 100 people in Surabaya who have made transactions on online shopping sites. Private students and employees dominate the number of respondents in this research. To test the research hypothesis, this research adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This research proves that brand awareness has a significant effect on customer trust and customer satisfaction, security perceptions have a significant effect on customer trust and customer satisfaction, privacy has a significant effect on customer trust and not on customer satisfaction, and customer satisfaction on customer trust

Highlights

IntroductionThere are several views which state that e- commerce is a modern concept that can be presented onthe World Wide Web as a method of buying or offering goods[3]
In this study successfully demonstrated that security perceptions have a positive and significant impact on online consumer satisfaction
In this study successfully demonstrated that satisfaction has a positive effect on online consumer satisfaction

Summary

Introduction

There are several views which state that e- commerce is a modern concept that can be presented onthe World Wide Web as a method of buying or offering goods[3]. Today buying and selling online is a form of innovation that is considered by the public to be a trend[7]. Today many people are using the internet as a site to make money, where they buy and sell products online[10]. Customers believe that the main factor in buying an item. Most before these products, customers, manufacturers and companies have to buy the goods advertised to create customer certainty, so as to create customers who want to know and trust in the goods on display[11]. Manystudies that prove the existence of trust seen from the calculations needed in the development process and

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Conclusion