PENGARUH RELATIONAL EMBEDDEDNESS TERHADAP NIAT BELI DI SHOPEE, DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING

Marketplace is here to provide and offer convenience for its users. However, on the other hand, the marketplace has weaknesses, including the buyer cannot see the product specifically, only can see pictures and descriptions. buyers are only required to transfer money first and in the marketplace the human social element is reduced. Thus, giving buyers the risk and uncertainty experienced. This study aims to examine the effect of social presence of the web, online customer reviews, social presence of interaction and return policy on trust. To investigate the impact of trust on purchase intention in the marketplace. And to examine the effect of social presence of web, online customer review, social presence of interaction and return policy on purchase intention mediated trust. This study uses a quantitative method that is explanative involving 383 respondents. The research findings show that there is a positive and significant effect of social presence of web, online customer review, social presence of interaction and return policy on trust. And there is a positive and significant effect of trust and purchase intention. And trust mediates successfully and significantly the influence of social presence of web, online customer review, social presence of interaction and return policy on purchase intention. For online sellers at Shopee to be able to improve communication with consumers so that what they expect can be fulfilled, either through special words, sending emotional icons, answering consumer questions properly and clearly and responding quickly to questions from consumers