CONSUMER TRUST ON BUYING INTEREST IN ONLINE SHOPPING: E-COMMERCE SHOPEE

Abstract. This study aimed to determine the effect of consumer trust on buying interest in online shopping on e-commerce shopee. Low consumer confidence is a barrier to increasing buying interest in e-commerce. This causes low buying interest and the emergence of fear to make online transactions. This study is qualitative research. The participants were 97 students from the faculties of psychology, teacher training, and economics Universitas Muhammadiyah Gresik which were obtained by incidental sampling. Collecting data to measure buying interest using the adoption of a buying interest scale from Kotler, while to measure consumer confidence adopting a consumer trust scale from Daqin Lu 2017 and Dulipovici 2015. Both of these scales use a Likert scale. Test the validity of the scale using content validity. Scale reliability test using Alpha Cronbach technique. The results showed the Spearman rank test with a sig value. (2-tailed) of 0.000 <0.05, indicating Ha is accepted, it is concluded that consumer trust has a significant effect on buying interest. The correlation coefficient value is positive at 0.728, so it can be concluded that the direction of the two variables is unidirectional, which means that if consumer confidence increases, buying interest will also increase. The correlation coefficient value of 0.728 indicates the influence of the two variables has a strong influence