ABSTRACT
The government of Indonesia develops e-commerce roadmap to encourage the development of e-commerce industry. One of government’s initiatives is through consumer protection. Government here creates a local Certificate Authority that publishes a digital certificate for e-commerce actors. With a digital certificate, it is expected that consumer trust will increase. They will purchase goods through e-commerce websites in Indonesia. This study aims to find out the effect of consumers’ awareness of digital certificate on their trust and purchase intention. Three dimensions of digital certificate become the focus of investigation. Those are: knowledge, behavior and attitude. The population were the users of top-five e-commerce site in Indonesia. The data were collected through online survey. It was then analyzed by using PLS-SEM (Partial Least Squares – Structural Equation Modelling) method. The findings showed that the dimension of knowledge had no significant effect on trust. On the contrary, the other two dimensions, attitude and behavior, had a significant effect on trust. Furthermore, the findings also revealed that trust had a significant effect on purchase in-tention. In conclusion, consumers’ awareness of digital certificate affects their trust and purchase intention.
