Pengaruh E-Commerce Toko Online Fashion Terhadap Kepercayaan Konsumen

Eli Pujiastuti, Wing Wahyu Winarno, Sudarmawan Sudarmawan

Abstract


E-commerce yang menawarkan banyak kemudahan terhadap konsumen belum tentu berhasil hanya dengan membuat website toko online, namun konsumen secara personal juga akan menilai dan menentukan perilaku apa yang akan diambil berdasarkan penilaian secara subyektif dari konsumen terhadap suatu situs e-commerce, apakah konsumen tersebut akan percaya dan selanjutnya dengan senang hati bertukar informasi pribadi dengan situs e-commerce, dan akhirnya mempunyai keinginan untuk bertransaksi atau tidak. Penelitian ini bermaksud menguji pengaruh 3 faktor dalam Trust Building Model (TBM) kaitannya dengan kepercayaan konsumen terhadap e-commerce toko online fashion di Indonesia. Benarkah kepercayaan konsumen di Indonesia disebabkan oleh faktor perceived site quality (kualitas situs yang dirasakan), faktor perceived vendor reputation (reputasi vendor yang dirasakan), dan structural assurance (susunan keamanan) khususnya untuk e-commerce bisnis ke konsumen. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menganalisis masing-masing faktor tersebut dengan meneliti 200 responden yang sudah pernah bertransaksi dan belum pernah bertransaksi namun mempunyai keinginan di kemudian hari dan sudah pernah berkunjung ke situs toko online fashion. Hasil dari penelitian ini menunjukkan bahwa kepercayaan konsumen e-commerce toko online fashion di Indonesia sangat dipengaruhi oleh kualitas website dan susunan keamanan yang tersaji melalui website, sedangkan reputasi vendor melalui website tidak signifikan mempengaruhi konsumen untuk bisa lebih percaya pada suatu vendor toko online fashion.

E-commerce that offers a lot of convenience to consumers uncertain of success simply by making the website an online store, but consumers will personally assess and determine what behavior that consumers will take based on consumer’s assessment of an e-commerce site, whether consumer will believe and subsequent gladly exchange personal information with an e-commerce website, and make the transaction or not. This study intends to examine the influence of three factors in the Trust Building Model (TBM) relation with consumer’s trust in e - commerce online store of fashion in Indonesia. Is it true that consumer’s trust in Indonesia is caused by those factors: perceived site quality, perceived vendor reputation, and structural assurance, especially for e-commerce business to consumer. This study used Structural Equation Modeling (SEM) to analyze each of these factors by examining the 200 respondents who had dealings and have never had trade but have willingness to trade later and had ever been to a fashion online store site. The results of this study indicate that consumer’s trust in ecommerce online store of fashion in Indonesia is strongly influenced by the quality of the website and structural assurance presented through the website, while the reputation of the vendor through the website does not significantly influence consumers to be more trust in an online fashion store vendors.


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