Building Customer Trusts to Enhanching Purchase Intention on This Bukalapak.com

Authors

  • Ida Bagus Nyoman Udayana Universitas Sarjanawiyata Tamansiswa
  • Hanifia Rahma Wulandari Universitas Sarjanawiyata Tamansiswa
  • Lusia Tria Hatmanti Universitas Sarjanawiyata Tamansiswa
  • Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa

Keywords:

Brand reputation, customer trust, risk taking, perceived ease of use, purchase intention

Abstract

The success of the company is determined by the trust of customers developed by its salespeople. Therefore, their abilities should always be improved. This research expands relationship marketing theory especially in the field of trust and customers. Data was collected by 178 customers who shopped Bukalapak.com.  Validity and reliability tests are performed to obtain valid data. Analyze data using structural equation models. The findings of our study suggest that customer trusts can be a link between Risk taking and purchase intention. In addition brand reputation, perceived ease of use and risk taking affect purchase intention. Discussions, limitations and direction of future research are also included in this study.

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Published

2021-02-13

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