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PENGARUH KUALITAS LAYANAN TERHADAP KEPERCAYAAN DAN NIAT PELANGGAN UNTUK MELAKUKAN TRANSAKSI E-COMMERCE
Abstract
The purpose of this study is to analyze the influence of service quality that consists of
tangible, reliability, empaty, responsiveness and assurance webstore on trust (trust) and the
intention or interest (intention) customers to conduct e-commerce transactions. Analyzing the
influence of faith (trust) to an interest or intention (intention) to conduct e-commerce transactions.
In this study, took samples of e-commerce users among students at undergraduate and
postgraduate STMIK Nusa Mandiri, who had conducted an e-commerce transactions. The main
instrument of data collection in the form of questionnaires and measured by Likert scale. The
number of respondents in this research are 245 respondents. Methods of data analysis used is
Structural Equation Model (SEM). Data were analyzed using the software AMOS 7. Results of
testing the structural model does not generate confidence level (probability) or p ≤ 0.05 so that
used path analysis (path anlysis) to determine the causal relationship between variables. Results
of path analysis test reliability obtained only variable that directly affects the trust and intention
while trust among the variables have a direct relationship with intention.
Keyword : e-commerce, online shop, trust model, service quality
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DOI: https://doi.org/10.31294/p.v15i2.6350
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ISSN: 2579-3500
