The effect of e-service quality on purchase intentions through trust in mutual fund at Tokopedia

The purpose of this study is to increase reader’s knowledge about the relationship between E-Service Quality (Website Design, Reliability, Responsiveness, and Personalization), Trust, and Purchase Intention. Thus this research contributes to increasing readers' knowledge about the effect of E-service Quality (Website Design, Reliability, Responsiveness, and Personalization) on Purchase Intentions in Mutual Funds through Trusts at Tokopedia. This research is quantitative research, and data collection is done by distributing questionnaires online, to mutual fund buyers at Tokopedia site with a sample of 180 respondents. The data used in this study are primary data. Data in this study were collected by distributing questionnaires. Data analysis is Structural Equation Modeling (SEM) using the LISREL program. The results of this study can be summarized as follows: (1) Website Design has a positive effect on Purchase Intentions through Trust. (2) Reliability has a positive effect on Purchase Intentions through Trust. (3) Responsiveness has a positive effect on Purchase Intentions through Trust. (4) Personalization has a positive effect on Purchase Intentions through Trust. (5) Trusts have a positive effect on Purchase Intentions on Tokopedia which sells mutual funds