Purchase Intention: Apakah Tampilan Website Berpengaruh?

Abstract

The objective of the study was to examine the impact of e-servicescape toward initial trust and purchase intention in online shopping, especially Lazada.co.id. This research used the purposive sampling method which conducted to Lazada.co.id website visitor in Central of Java and Yogyakarta residency, who intend to conduct transaction with Lazada.co.id. This research took 250 respondents. The GeSCA software was used to analysis the hypothesis formulated in this research. The result of this study concludes that: 1) aesthetic appeal has no effect on initial trust; 2) layout and functionality has a positive effect and significant on initial trust; 3) financial security has a positive effect and significant on initial trust; 4) initial trust (trust in the website) has a positive effect and significant on purchase intention.

Keywords: e-servicescape, aesthetic appeal, layout dan functionality, financial security, initial trust in the website, purchase intention, online shop