Factor Influence Brand Trust: Evidence from e-Commerce in Indonesia
Alyska Meulati1, Neza Nabiliona2, Peri A. Manaf3
1Alyska Meulati, BINUS Business School, Bina Nusantara University, Jakarta.
2Neza Nabiliona, BINUS Business School, Bina Nusantara University, Jakarta.
3Peri A. Manaf, BINUS Business School, Bina Nusantara University, Jakarta.
Manuscript received on 27 June 2019 | Revised Manuscript received on 10 July 2019 | Manuscript Published on 17 July 2019 | PP: 433-440 | Volume-8 Issue-2S July 2019 | Retrieval Number: B10640782S19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The modern technological advances have changed people’s habits from offline shopping to online shopping. Online shopping makes it easy for consumers to shop wherever and whenever. With the increasing number of online purchases, online trust from buyers shows as a significant factor that influence buyers to repurchase goods. The purpose of this study is to find out whether an online review can influence brand trust towards Tokopedia. This study also adapted several other variables from previous studies, namely, good online experience, security, and brand reputation. Based on previous studies, there has been limited research on the influence factors of brand trust in online reviews, especially in the Indonesian context. The amount of online review is far more significant than the information obtained from traditional contacts in the offline world. The fast growth of e-commerce customers in Indonesia, it is essential to find out how online reviews influence brand trust, particularly in the context of Indonesian e-commerce. The unit of analysis in this research involved 172 respondents, namely consumers who have shopped online or have used Tokopedia e-commerce applications. The data collection technique is done using an electronic questionnaire. The method used in this study is multiple linear regression through software SPSS version 21. The study showed brand trust are influenced by good online experience and brand trust at e-commerce’s website in Indonesia. Moreover, the result also showed online review and security are not affect brand trust.
Keywords: Online Shopping; Online Experience; Brand Trust; brand Reputation; Online Review; Security.
Scope of the Article: e-governance, e-Commerce, e-business, e-Learning