Multivariate Analysis for Determinants of Online Consumers Trust

Widyasari, Aprilia Aryanti, Nursafitri, Putri Pratama Deliana and Aliffianto, Achmad Yanu ORCID: https://orcid.org/0000-0003-3186-0831 (2021) Multivariate Analysis for Determinants of Online Consumers Trust. Procedia Business and Financial Technology, 1 (1). pp. 121-125. ISSN 2807-131X

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Abstract

This research aims to examine the effect of customer satisfaction on customer trust, the effect of security perception on customer satisfaction and customer trust, the influence of privacy on customer satisfaction and customer trust, the influence of brand awareness on customer satisfaction and customer trust, as well as the influence of customer satisfaction mediation on the relationship between perception security, privacy and brand awareness with customer trust. This research focuses observations on 100 people in Surabaya who have made transactions on online shopping sites. Private students and employees dominate the number of respondents in this research. To test the research hypothesis, this research adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This research proves that brand awareness has a significant effect on customer trust and customer satisfaction, security perceptions have a significant effect on customer trust and customer satisfaction, privacy has a significant effect on customer trust and not on customer satisfaction, and customer satisfaction on customer trust


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Item Type: Article
Additional Information: https://doi.org/10.47494/pbft.2021.1.24
Uncontrolled Keywords: Security Perception, Privacy Perception, Brand Awareness, Satisfaction, Trust
Dewey Decimal Classification: 600 – Technology > 650 Management & auxiliary services > 658 General management
Divisions: Perpustakaan > Prosiding/Call for Papers
Depositing User: Agung P. W.
Date Deposited: 26 Jul 2022 11:39
Last Modified: 26 Jul 2022 11:39
URI: http://repository.dinamika.ac.id/id/eprint/6521

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