Peran Product Consumers Trust dan Purchase Intention pada Online Buying Decision

This study aims to develop the effect of perceived benefit, product consumers trust on online buying decisions through purchase intention as mediating variable. The research population is consumers who make online purchases. The samples of this research are 371 respondents. Structural Equation Modeling (SEM) method was used to test the hypotheses. The results showed that Perceived benefit and Product consumers trust positively influence purchase intention, which in turn positively impact sales performance The limitations of this study do not distinguish between the cultural and lifestyle differences of each consumer and do not concrentrate on certain product. Future research should divide the sample with cultural and consumers’ lifestyles differees