Sustainable Performance: Understanding the Concept of Consumer Trust to E-Commerce

Abstract

Studies related to consumer behavior in online shopping continue to increase, especially during the Covid-19 pandemic. Online shopping is related to e-commerce, and it takes trust from consumers to provide a stimulus to consumer buying behavior. Examining the phenomenon of the problem, this study focuses on examining the support of consumer trust in e-commerce to increase consumer buying interest. The research was conducted by surveying consumers who have experience with e-commerce. There were 200 consumers whose data were taken through quantitative questionnaires, and the research results were processed to determine the correlation between variables. At the beginning, the validity and reliability of the research instruments were tested, followed by the research hypothesis testing, and ended with research analysis. The research findings are conveyed that consumer trust in ecommerce platforms is very important because it can increase consumer buying interest in products or services. There are several measurements that are considered in assessing consumer trust in e-commerce including overall trust, competence, integrity, and benevolence. There are recommendations for further research to examine other factors that can explain changes in consumer behavior in online shopping. Especially recommendations for companies that have e-commerce are advised to evaluate consumer trust, so that they know consumer buying behavior