PENGARUH STRUCTURAL ASSURANCE DAN PERCEIVED REPUTATION TERHADAP TRUST PENGGUNA INTERNET PADA SISTEM E-COMMERCE

Abstract

I In this modern era like now, the trust is one of the factor which is very important in doing the online business. The trust is the key of success on running their business and to keep the safety transaction for consumer.

The purpose of this research is to empirically examine the effects of structural assurance and perceived reputation to the trust of internet users in e-commerce system. The sample collection in this research using random sampling techniques which produces a sample of 62 respondents from Bung Hatta University’s student. Questionnaire is using as the data collection methods. The test equipment in this research is using multiple regression. The result showed that the structural assurance have significantly influence to the trust of internet users in e-commerce system. Meanwhile, perceived reputation have not significantly influence to the trust of internet users in e-commerce system.

Key word : Structural Assurance, Perceived Reputation, Trust, E-commerce.