Analysis of the Effect of Security and Trust on Buying Decision On the Tokopedia Mobile Apps

Abstract

In 2018, e-commerce activities contributed USD 12 billion to Indonesia’s digital economy activities. On the other hand, some internet users stated having problems with transactions and mistrust with e-commerce. Tokopedia is one of the largest e-commerce in Indonesia that has the largest monthly web visitors and dominates the ranking in Google PlayStore and Apple App Store. This research aims to analyze the effect of security and trust on buying decision on the Tokopedia mobile apps in Jakarta. The research was conducted using quantitative method. Research data was collected by distributing online questionnaires through Google Form in August 2019. The research model was analyzed using PLS-SEM of 129 respondents. Results show Trust and Ease of Use have significant influence on Intention to Buy, and Intention to Buy has significant influence on Buying Decision.