PENGARUH PRIVASI, KEMANAN, KEPERCAYAAN, DAN PENGALAMAN TERHADAP NIAT UNTUK BERTRANSAKSI SECARA ONLINE

PENGARUH PRIVASI, KEMANAN, KEPERCAYAAN,

DAN PENGALAMAN TERHADAP NIAT

UNTUK BERTRANSAKSI SECARA ONLINE

ABSTRACT

This research aims to understand the impact of privacy, security, trust, and internet experience, to intention online transaction. The approach use theory planned behavior in this research. Hypothesis that are proposed: (1) Trust will be positive influence on attitude consumer to intention online transaction. (2) Security will be positive influence to risk perception. (3) Trust will be negative influence to risk perception (4)Privacy will be positively influence risk to perception (5) Risk perception will be negative influence to attitude consumer to online transaction (6) attitude will be positive influence to intention (7) Risk perception will be negative influence to intention to online transaction (8) Internet experience will be positively influence to intention online transaction (9)subjective norm will be positively influence to online transaction (10) Behavioral control will be positively influence to online transaction.

The subjects of this research are 200 students of information system from various campuses in Yogyakarta city. This is research used survey method with instrument questioner and sample was taken using non probability sampling, and more specific, purposive sampling. Validity test used convergent and discriminant, and reliability test used composite reliability.

The result of this research show that: there is a positive not significant influence of trust on attitude; There is a positive and significant influence security on risk perception; there is a positive not significant influence trust on risk perception; there is a positive and significant influence privacy on risk perception; there is a positive and significant influence risk perception on attitude; there is a positive and significant influence attitude on intention; there is a positive and significant influence risk perception on intention; there is a positive and significant internet experience on intention; there is a negative not significant influence subjective norm on intention; there is a positive and significant influence behavior control on intention.

Keywords: Privacy, Security, Trust, Internet experience, Intention, The Theory Planned Behavior, Online store, and Online transaction.

Full Download