ANALISIS FAKTOR-FAKTOR YANG DAPAT MENINGKATKAN KEPERCAYAAN KONSUMEN SERTA DAMPAKNYA PADA PERSEPSI RESIKO KONSUMEN TERHADAP ONLINE SHOPPING ( STUDI KASUS PADA SITUS WWW.KASKUS.US SEBAGAI MEDIA INTERNET YANG MENYEDIAKAN FASILITAS ONLINE SHOPPING )

Abstract

Modern science and technology development has an implication on the changes of human’s life. One of many telecommunication technology innovation products is internet, an inter-computer web connection. Future business transaction is predicted to change from market place to market space (Kotler, 1999). Internet nowadays is widely used as a tool for business activity for its contribution on efficiency. This popular information exchange activity through internet is called electronic commerce (e-commerce). This study is using www.kaskus.us as the object. The purpose of this study is to analyze the factors which suggested decreasing one’s risk perception in using certain on-line-shop as the mean to shop on line. The case of this study is how to decrease consumers’ risk perception in order to use information technology as an online shopping mean. Based on this case, theoretical model and four hypotheses proposed to be tested with SEM methodology. The sample of the study involved 100 online shoppers who did purchases on www.kaskus.us. The result shows that knowledge of internet technology, web grade, and web appearances variables proved to decrease consumer’s risk perception toward online shopping.