Analisis Pengaruh Reputation Systems C2c E-Commerce Melalui Trust Tehadap Minat Beli (Studi Pada Bukalapak.Com)

Abstract

Salah satu bentuk berkembangnya teknologi dan pengguna internet di Indonesia adalah dengan munculnya berbagai e-commerce situs jual beli C2C (Costumers to Costumers) marketplace. Bukalapak merupakan salah satu situs marketplace yang menyediakan layanan jual-beli dari konsumen ke konsumen. Penelitian ini hendak menyaji pengaruh antara reputation systems terhadap trust, pengaruh trust terhadap minat beli serta pengaruh antara reputation systems terhadap minat beli konsumen Bukalapak. Penelitian ini diambil dari 120 responden dan diuji menggunakan metode structural equation modelling dengan software Amos 20. Hasilnya menunjukan reputation systems secara signifikan mempengaruhi trust. Trust juga secara signifikan mempengaruhi minat beli serta reputation systems secara signifikan mempengaruhi minat beli konsumen, baik secara langsung maupun melalui mediasi variabel trust.

One form of the development of technology and the internet users in Indonesia is the merge of various e-commerce selling site C2C (Costumers to Costumers) marketplace. Bukalapak is one website that provides services marketplace buying and selling of consumer to consumer. This research will present the impact between reputation systems towards trust, the impact of trust towards buying interest, also the impact between reputation systems toward Bukalapak's customers' buying interests. This research is taken from 120 respondents and tested using structural equation modeling with Amos 20 software. The result shows that reputation systems affect trust significantly. Trust also significantly affects the buying interest of the customers, either directly or through the mediation of trust variable.