Analisis Kepercayaan dalam C2C E-Commerce terhadap Keputusan Pembelian dan Dampaknya terhadap Repurchase pada Kaskus
DOI:
https://doi.org/10.21512/bbr.v5i1.1218Keywords:
kepercayaan, keputusan pembelian, pembelian ulang, situs KaskusAbstract
The development of C2C e-commerce business in Indonesia has grown quite rapidly. This phenomenon is motivated by such a rapid development of the Internet. In the Internet-based commerce transaction, the trust factor (trust) becomes so important because consumers tend to be more concerned if e-commerce merchants do not comply with the obligations of business transactions compared to conventional transaction. This study aims to determine the effect of trust on purchasing decisions and their impact on repeat purchases by customers in the buying and selling forum Kaskus site. The number of respondents are 200 people who have experienced in buying and selling on Kaskus site and this research model is tested using path analysis.The study states that the customers’ trust variable has positive and significant impact on purchasing decisions, the variable purchase decisions has positive and significant effect on repeat purchase and customer trust has positive and significant impact on repeat purchase, but the magnitude of the effect becomes larger after the purchase decision (indirect effect ).
Plum Analytics
References
Cheskin Research. (1999). E-commerce TrustStudy. A Joint Research Project by Cheskin and Studio
Archtype/Sapient. Diakses tanggal 20 Juli 2012 dari http://www.studioarchtype.com/cheskin
Corbitt, B., Lawrence, E., Tidwell, A., Fisher, J. and Lawrence, J., (2003). Internet Commerce: Digital
Models for Business-Chinese Edition. Brisbane: John Wiley & Sons, Australia Ltd
Grabosky, P., G. Duffield. (2001). Red flags of fraud. Trends & Issues. 200. Diakses tanggal 23 Juli
dari http://www.popcenter.org/problems/credit_card_fraud/PDFs/Grabosky&Duffield.pdf
Hyun Shik Yoon. (2009). Journal Focusing On Conusmer to Consumer Trust in Electronic Commerce
With Age and Gender Factors. University of Missouri
Jones, K., Leonard, L.N.K. (2008). Trust in consumer to consumer electroniccommerce. Journal of
Information and Management, (45), 88-95.
Kotler P. (2009). Marketing Management, Prentice Hall, 11 edition
Malhotra, Neresh K. (2007). Marketing research an Applied Orientation 5th Ed. New Jersey; Pearson
Education
Morgan, R., Hunt, S. (1994). The commitment – trust theory of relationshipmarketing. Journal of
Marketin, 58, 20-38.
Pavlou A, Gefen, D. (2002). Building effective online market places with institutin based trust.
Information System Research, 15, 37-59
Peter, J. Paul dan Olson, Jerry C. (2000). Perilaku konsumen dan strategi pemasaran. Jakarta:
Erlangga
Rao, H.R., Salam, A.F., DosSantos, B. (1998). Marketing and the Internet. Communication of the
ACM, 41(3), 32-34.
Schmidt, M., Chen, Q. J., Phan, D. D., Arnett, K. P. (2009). Security Perceptions of E-commerce
Users. Journal of Internet Commerce, 8 (1-2), 44-57
Schubert, Petra dan Mark Ginsburg. (1999). Virtual Communities of Transaction: The Role of
Personalization in Electronic Commerce. in Twelfth International Bled Electronic Commerce
Conference. Bled, Slovenia.
Sekaran, Uma. (2006). Metode Penelitian untuk Bisnis. Jakarta : Salemba Empat
Yoon, Sung-Joon. (2002). The Antecendents and Consequences of Trust in Online Purchase
Decisions. Journal of Interactive Marketing, 47
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
