PENGARUH DIMENSI TRUST TERHADAP PARTISIPASI PELANGGAN E-COMMERCE DI KABUPATEN JEMBER

Abstract

he act of transacting through e-commerce can be said to involve high risk. For that reason, it is obvious that customer trust factor represents primary factor in e-commerce. With regard to this relatively new business exercises especially for Jember, there are some interesting phenomena to consider as, for example how their trust has effect on the level of participation in e-commerce. This research aims at analyzing the effect of vendor’s ability, benevolence, and integrity variables toward the level of e-commerce customers’ participation in Jember. This research makes use of Jember e-commerce users as research samples while using likert scale questionnaire for data collection. Furthermore, the questionnaires are sent to as many as 65 respondents through the e-mail. For data analysis method, this research use Double Linear Regression. Out of three predictor variables (ability, benevolence, and integrity) are all of them has positive and significant effect on cutomers’s participation. On the other hand, vendor’s ability, benevolence integrity that have positive and significant effect on e- commerce customers’ participation in Jember. Key Words: e-commerce, participation, trust, ability, benevolence, integrity