ABSTRACT
The past decade has been marked by an increase in the number of products sold through online shops. Various types of businesses that originally were only available offline have now shifted to online as well as offline methods. Some have even abandoned the offline concept. Due to the nature of online shopping, direct meetings between sellers and buyers are not required. Thus, the trust factor plays a crucial role. Questionnaires were distributed online to consumers who have purchased products from online shops. Data from a total of 271 respondents was eligible to be analyzed using Structural Equations Modeling (SEM) analysis techniques with AMOS 16.0 software. From the 10 hypotheses tested, there were nine supported hypotheses, including influence of perceived reputation, perceived risk, and perceived ease of use in online trust, perceived value and online trust toward satisfaction, as well as influence of perceived reputation, perceived ease of use, satisfaction, and online trust in online repurchase intention. Meanwhile, the influence of e-commerce knowledge on online trust was not supported. The findings contribute to the development of the online trust concept and also are beneficial to online shopping businesses.
