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The research aims to analyze the effect of the rust , website usability, and the r isk of o nline s hopping on intentions to buy in social media . The analytical tool used in this research was a multiple linear regression with SPSS . The result shows that trust, website usability, and the risk of online shopping have a simoultaneously and partially influence on intention to buy . The practical implication is the F irm should provide more attention to trust, website usability, and the risk of online shopping . Its could be increasing sales and the consumer F eels safe and comfortable in the process of online shopping transactions. Keywords : trust , the easy of service operating, the risk of online shopping, purchase intention.

PENGARUH KEPERCAYAAN, KEMUDAHAN MENGOPERASIKAN LAYANAN DAN RESIKO BELANJA ONLINE TERHADAP NIAT BELI MELALUI JEJARING SOSIAL