Pengaruh Kualitas Informasi Produk, Reputasi Penjual dan Keamanan Transaksi terhadap Kepercayaan Konsumen dalam Berbelanja di Shopee : Studi Kasus Pengguna Shopee di Kisaran
DOI:
https://doi.org/10.37481/sjr.v9i4.1580Keywords:
Seller Reputation, Consumer Trust, Product Information, Transaction Security, ShopeeAbstract
Consumer trust is a key factor influencing the sustainability of online shopping, yet many users remain concerned about the reliability of product information, seller credibility, and transaction security when using e-commerce platforms. This study aims to examine the effects of product information quality, seller reputation, and transaction security on consumer trust among Shopee users in Kisaran. A quantitative approach was employed using a survey of 96 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression after satisfying the classical assumption tests. The findings indicate that seller reputation has a positive and significant influence on consumer trust, whereas product information quality and transaction security do not show significant individual effects. However, the three variables jointly have a significant influence on consumer trust, although their explanatory power remains relatively low, indicating that consumer trust is also shaped by other factors beyond the proposed model. These findings provide empirical evidence that strengthening seller credibility should be prioritized to enhance consumer trust in online marketplace transactions, particularly in the context of Shopee users in Kisaran.
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