PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN REPUTASI WEBSITE TERHADAP MINAT BELI PADA E-COMMERCE TOKOPEDIA DAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI DI UNIVERSITAS RIAU

Abstract

The development of information technology currently has a positive impact on the growth of business activities in Indonesia. Internet-based businesses or often referred to a e-commerce become the main choice for businesses to. The increasing number of internet users provides opportunities for businesses to make a big profit by opening an online store business that is part of e-commerce. The purpose of this study is to find out how the perception of Ease of Use, Website Reputation and Trust in Consumer Buying Interests on Tokopedia ecommerce influences. The sample in this study is a Riau University student who knows and has done online shopping using Tokopedia e-commerce. Primary data collection is done by disseminating questionnaires directly and through google form. The number of samples used as many as 147 students of Riau University with Non-Probability Sampling techniques. The data analysis method used is Structural Equating Modeling Sampling – Partial Least Square (SEM-PLS) assisted by Warp-Pls Software version 6.0. The results of this study show that Variable Perception of Ease of Use, Website Reputation has a significant effect on Consumer Trust. Variable Perception of Ease of Use and Website Reputation also have a significant effect on Buying Interest both directly and through Consumer Confidence.

Keywords: Perception of Ease of Use, Website Reputation, Trust, Buying Interests, Structural Equating Modeling