Factors Affecting College Students' Trust in Online Shopping Transactions

Trustis a belief that others will behave reliably way in a relationship. Trust is still considered a qualification of consumers in deciding purchases. This study uses a quantitative approach, combining the Technology Acceptance Model with several other variables based on consumer confidence in transacting online. The population in this study were students of a government-owned university who had already traded online shopping. The distribution of questionnaires was carried out online using a multi-stage purposeful random sampling technique. Simple random sampling for the first stage and purposive sampling for the second stage. Furthermore, the data analysis process uses the PLS-SEM approach using SmartPLS 3.0. Trust formation models that take advantage of the extension of several variables have proven to be influential in measuring trust in online shopping transactions. This research can be used as consideration for formulators and policymakers related to online shopping business and as a benchmark for consumers by looking at factors that influence in conducting online shopping transactions.