PENGARUH KEPERCAYAAN, PERCEIVED USEFULNESS, DAN PERCEIVED EASE OF USE TERHADAP NIAT BELI ONLINE DI INDONESIA (Studi kasus di kota Bandung)
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Date
2015
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Tesis Program Magister Management Universitas Widyatama
Abstract
This research analyzes and surveys the lack of online purchase intention in Indonesia. People in Indonesia still grudge to online purchasing, despite its advantages over conventional purchasing. As such, the author decided to choose this phenomenon as the core issue of the research titled “The Influence of Trust, Perceived Usefulness, and Perceived Ease of Use to Online Purchase Intention in Indonesia”. The main objective of the research is to find out people’s perception about trust to e-commerce, perceived usefulness of e-commerce, perceived ease of use of e-commerce, and their influences to online purchase intention.
This research uses explanatory method that examines a causal correlation. The author uses scattering questionnaire as the method of collecting data. With 213 questionnaire which have been collected and analyzed , this research has summarized that trust and perceived ease of use have positive influence to online purchase intention, whereas perceived usefulness does not have influence to online purchase intention. The other results based on descriptive analysis such as e-commerce, is trusted enough by respondents on average; and perceived usefulness and perceived ease of use are perceived by respondents on average. The Implication of this research results are online sellers must make their online shop more credible to gain consumers trust; and online sellers must make their online shop easy to be operated and learned by consumers with providing a good navigation that can be found easily by them. These two implications are objected to increase consumers online purchase intention.
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Keywords
Trust, Perceived usefulness, Perceived ease of use, TAM, Online purchase intention