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Kepercayaan Konsumen terhadap Pusat Perbelanjaan Digital di Indonesia

Jony Eko Yulianto. “E-Commerce Trust in Indonesia.”
E-commerce trust is a relational phenomenon between the
consumer and the provider of the informations, services, and product
the costumer seeks during e-commerce interaction. Trust is important in
the e-commerce context because it mitigates perceptions of uncertainty,
decreased percieved risk, and positively affects purchase intentions. The
present article aims to explore trust and trustworthiness in e-commerce
business. Starting with an exposition of the situation of e-commerce
business in Indonesia, it is argued that the Indonesian market is ready
to involve itself into the hegemony of digital commerce. The questions
both costumers and e-business owners must address are as follows:
”To what extent do I can trust the vendor?” and ”To what extent am I
sure that my e-business is trustworthy enough?” This article justifi es
a parsimonious comprehensive theoretical review on the process of
trust formation. Trust is understood as a multidimensional consruct in
e-commerce consisting of four stages: disposition to trust, institusion-
based trust, trusting belief, and trusting intention. The trust-building
process can be described by integrating trust related constructs within
the framework of the Theory of Reasoned Action (TRA). This article
provides elements that help costumers decide if they want to trust the
vendor. This understanding will also help e-business owners to enhance
their level of professionalism to gain customers’ trust.

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