Analysis of Factors Influencing Consumer Intention to Buy in S-Commerce Business

Abstract

Internet users in Indonesia are growing quite large, affecting the development of online s-commerce businesses. Previously, research related to s-commerce only focused on the interaction side on social media. Meanwhile, s-commerce does not only involve the interaction side, but also the relational and transactional side. This study uses all three sides to analyze the factors that influence consumer trust to buy in s-commerce. This research was conducted with a quantitative method by distributing online questionnaires through surveymonkey.com. There were 404 respondents who filled out the questionnaires. The statistical analysis used in this study was Partial Least Square (PLS) SEM with the help of SmartPLS v.3.2.1 software. This study concludes that transaction safety, relationship maintenance and rating can influence consumers trust and trust can influence consumers intention to buy in s-commerce business.