PENGARUH RISIKO YANG DIPERSEPSIKAN DAN KEPERCAYAAN TERHADAP MINAT PEMBELIAN PADA SITUS E-COMMERCE MARKETPLACE DI INDONESIA

ABSTRACT M GHUFRON SYAHPUTRA. The Impact of Perceived Risk and Trust Toward Purchase Intention on Marketplace E-Commerce Websites in Indonesia. Faculty of Economics, Universitas Negeri Jakarta in 2016. The purpose of this research are to: (1) examine empirically the influence of perceived risk toward trust on marketplace e-commerce websites in Indonesia, (2) examine empirically the influence of perceived risk toward purchase intention on marketplace e-commerce websites in Indonesia, (3) examine empirically the influence of trust toward purchase intention on marketplace e-commerce websites in Indonesia. This research used survey methods for collecting data. The object of this research is 200 respondents who are Internet users in Jakarta who had never conduct any transactions through the marketplace e-commerce website. This research used SPSS software version 22 and SEM (Structural Equation Modeling) AMOS version 22 for data analysis. Hypothesis testing showed that: (1) perceived risk has a significant and negative effect on trust, (2) perceived risk has a significant and negative effect on purchase intention, (3) trust has significant and positive effect on purchase intention. This research showed fit model value with a P value of 0.089, the value CMIN/DF of 1.174, TLI value of 0.951 and CFI value of 0.959, and also RMSEA value of 0.030. The results of this research beneficial for the owners of e-commerce marketplace websites, to create better strategies to increase the purchase intention of potential customers. Keywords: perceived risk, trust, purchase intentio