DETERMINED CONSUMERS ONLINE PURCHASE INTENTION FACTORS BY CONSIDERING RISK AND E-TRUST
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Abstract
Niat pembeli adalah salah satu pendorong utama bagi pembeli untuk melakukan transaksi pembayaran dan akhirnya membeli produk atau layanan. Semakin tinggi niat beli, semakin besar keinginan individu untuk membeli barang. Ini juga berlaku untuk pembelian online menggunakan e-commerce. Transaksi pembelian online memiliki karakteristik bahwa tidak ada interaksi fisik antara pembeli, penjual, dan proses pembayaran. Niat pembelian online dapat dipengaruhi oleh berbagai faktor. Berdasarkan studi sebelumnya, faktor-faktor penting dalam pembelian online adalah faktor pengalaman berbelanja, risiko yang mungkin, dan kepercayaan pada situs web penyedia layanan e-commerce. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang berpengaruh dalam niat pembelian online dengan membangun model penelitian. Model dalam penelitian ini adalah kombinasi variabel penelitian dari penelitian sebelumnya. Ada tujuh variabel penelitian dengan sepuluh hipotesis penelitian. Variabel yang digunakan untuk menyusun model penelitian adalah Pengalaman Belanja Online, Kualitas Web, Risiko Produk, Risiko Keuangan, Risiko Privasi, E-Trust, dan Niat Pembelian Online. Tahap selanjutnya dari penelitian ini adalah melakukan survei penelitian dan mengolah hasil data menggunakan SMART PLS 3.0.
The buyer's intention is one of the main drivers for a buyer to make payment transactions and end up buying products or services. The higher the purchase intentions, the greater the willingness of the individual to buy the goods. This also applies to online purchases using e-commerce. Online purchase transactions have the characteristic that there is no physical interaction between the buyer, seller, and payment process. The online purchase intention can be influenced by various factors. Based on previous studies, important factors in online purchasing are shopping experience factors, possible risks, and trust in e-commerce service provider websites. This study aims to determine the influential factors in online purchase intention by building a research model. The model in this study is a combination of research variables from previous studies. There are seven research variables with ten research hypotheses. The variables used to compile the research model are Online Shopping Experience, Web Quality, Product Risk, Financial Risk, Privacy Risk, E-Trust, and Online Purchase Intention. The next stage of this research is to conduct a research survey and processing the results of data using SMART PLS 3.0.
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