Internet user trust measurement analysis towards e-commerce system in Indonesia

The purpose of this study is to find the trust level of Indonesian internet users towards B2C e-commerce system in Indonesia. Five antecedents of consumer trust will be analyzed to find the implication of consumer trust to consumer's attitude and willingness to buy. This study uses research model used in similar study that have been conducted in U.S., Singapore, and China. Structural equation modeling (SEM) and Confirmatory factor analysis (CFA) was used in this study to get the value of latent variable from construct. Variable relationship and squared multiple correlation (SMC) was used for the data interpretation. Results from this study shows that three from five antecedents of consumer trust was positively related to reach the 66% trust level of Indonesian consumer in e-commerce system. Consumer trust is positively related to attitude and willingness to buy. Consumer trust is negatively related to perceived risk. But perceived risk from Indonesian consumer didn't change their attitude and willingness to buy.