Analisis pengaruh perceived trust pada E-Comerce (studi kasus : belanja online produk dan jasa pariwisata di Indonesia

Deskripsi

This research discusses the impact of perceived trust on e-commerce concentrating on shopping online for tourism products and services in Indonesia. This study aims to examine which factors influence trust, satisfaction, and loyalty. A structural equation modelling approach is used to investigate relationship among variables: navigation functionality, perceived security, transaction cost ; and satisfaction and trust, and whether this two variables affects loyalty. From total 129 respondents, this result shows that navigation functionality and transaction cost significantly have a positive effects on satisfaction. Satisfaction and transaction cost have a positive effects on trust. At the end, trust and satisfaction have a positive effects on loyalty. It indicates, in order to increase customer loyalty in e-commerce, service provider should increase its trust and satifaction, regarding those factors above.Ada tabel