Open AccessMultivariate Analysis for Determinants of Online Consumers Trust
Author(s) -
Aprilia Aryanti Widyasari,
Putri Pratama Deliaursafitri,
Achmad Yanu Alifianto
Publication year - 2021
Publication title -
procedia business and financial technology
Language(s) - English
Resource type - Journals
ISSN - 2807-131X
DOI - 10.47494/pbft.2021.1.24
Subject(s) - customer satisfaction , customer delight , customer intelligence , customer advocacy , business , customer retention , mediation , customer to customer , marketing , customer equity , voice of the customer , structural equation modeling , service quality , computer science , service (business) , political science , machine learning , law
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