PENGARUH KEPERCAYAAN BERBASIS LAYANAN LINGKUNGAN TERHUBUNG DAN KEPERCAYAAN BERBASIS REKOMENDASI KONSUMEN PADA NIAT PEMBELIAN

Past research has shown that trust is an important factor in the context of e-commerce success. Researchers suspect, this to be the explanatory factor, why the level of e-commerce activity in Indonesia is low. Previous researchers have conceptualized trust e-commerce from e-servicescape that given shopping site. Moreover, the growing popularity of social networking and the benefits that gave rise to product recommendation service facility recently judged to be an important factor that must be considered to increase the volume of sales in e-commerce. Therefore, this research aims to determine the effect of trust that based on eservicescape and trust in recommendation given another consumer product on the intention to purchase on the shopping sites with fashion shopping site as the research object. The subjects were individuals who had made a purchase in the shopping sites fashion connected with the amount of 250 respondents. This study uses a questionnaire survey instruments and sampling methods is nonprobability sampling using purposive sampling technique. Then based on the sample data, the research hypotheses were tested using regression. Test validity using factor analysis test and reliability test using cronbach alpha. The results showed consumer trust in shopping sites and trust in product recommendation influential in improving product purchase intentions on shopping sites. While environmental e-servicescape and other consumer perception that gives product recommendations proved a significant influence in increasing consumer trust