Trust and Purchasing Intention in E-Commerce: Lazada Indonesia

摘要

The development of e-commerce has increased quite sharply. Evidenced from customer who likes online transaction than offline payments. Lazada Indonesia as a potential e-commerce company with 21.2 million visitors a month lead, has its own phenomenon to be investigated more deeply. This is related to what variables affect consumers and e-commerce. This study aims to identify the belief in purchasing intention on e-commerce as well as to analyze the relationship between other variables likes perceived risk (PR), perceived ease of use (PEOU), and perceived trusthiworthiness (ability, benevolence, and integrity) to purchasing intention with trust as intermediaries variable in Lazada Indonesia by using Technology Acceptance Model (TAM) as the theoretical basis. Quantitative methods are used in this paper. The total sample is 120 respondents with the purposive sampling method is used and conducted by spreading questionnaires through online information media by Google. Data collectin is measured on five point likert type scale and used WrapPLS version 6.0 software to analyze structural equations model-partial least squares (SEM-PLS). The finding of this research indicates that perceived ease of use (PEOU), Ability, Benevolence, and Integrity have significant positively influence relationship to trust. It is different with perceived risk (PR) is rejected because there are policies to protect consumers. Overall trust also has a significant positively influence relationship to purchasing intentions. This study suggests that can add more variants of variables related to consumer behavior, especially on purchasing intention in e-commerce. Then, the retailers can develop consumer positively with customer satisfaction through increasing trust that directly affect to purchasing intention in e-commerce as one of the media business transactions in the future.