Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No.

2 (2020) 117 - 126

Journal of Economics, Business, and Government Challenges

DOI: [Link]

Shopping Orientation and Online Trust to Enhance Online Purchase Intentions

With Gender Differences as Moderator

Nur Ika Effendia*, Rizki Maulana Akbarb, Yanti Murnic

a,,b
Economic Faculty, Muara Bungo University, Jambi, Indonesia
c
Management Departement, Sekolah Tinggi Ilmu Ekonomi Sumbar, Indonesia

Toni Priyanto a 1*

ARTICLE INFORMATION ABSTRACT

Article history:
Received date: 7 August 2020 The use of the internet now seems to have become a primary need. The growth of
Revised date: 28 August 2020 e-commerce in Indonesia is driving the popularity of non-cash transactions. The
Accepted date: 14 September 2020 purpose of this study, first to give an overview and the implications of the
influence of shopping orientation and trust in online consumer purchase
Keywords: intentions. Second, see gender differences as moderating variables because in the
Gender; virtual group by gender plays a role in communication and e-commerce
Online Trust; transactions. Purposive random sampling and Proportional Random Sampling
Online Purchase Intention; used in sampling techniques. Regression Modeling of Moderating Variable with a
Shopping Orientation; Method of Sub Group used in this study with the analysis tool is SPSS 25.
Suggestions that can be recommended for online shopping providers the expected
to need a strategy in increasing trends in shopping at home by providing complete
information. Also, consumer confidence in the services is crucial with the
suitability of goods sold with completed information.

2020 FEB UPNVJT. All rights reserved

1
* Corresponding author nurikaeffendi@[Link]
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

INTRODUCTION e-commerce businesses that only use personal accounts

The use of internet technology is a popular choice on social media such as Instagram, Facebook, and
today and seems to have become a primary need. Based Twitter. In 2018, the value of digital trade in Indonesia
on a survey conducted by the Indonesian Internet continued to increase to IDR 144.1 trillion from IDR
Network Providers Association (APJII) in 2018, more 108.4 trillion in the previous year (Databoks, 2019).
than half of Indonesia's population is connected to the However, based on APJII data, out of 171.17 million
internet with a total of 171.17 million people or around people, only 44% of the population is connected to the
64.8%, while based on data in 2017, it was 54.86%. This internet, the remaining 56% have never used
percentage increase is considered quite large. And, e-commerce. Every seller in online sales must pay
based on APJII data, the age range of the majority of the attention to several things that influence consumer
population accessing the internet is 15-19 years old buying interest in the products they offer. One of them is
(APJII, 2019). the lifestyle characteristics of consumers or shopping
Internet services that are currently widespread in orientation. Shopping orientation that is owned by
the world and especially within Indonesia itself, even in everyone is not similar in terms of meeting wants or
parts of the regions in Indonesia are have easy access to needs, as well as the goal purpose of shopping. Stone
the internet so that it helps people easily connect to the (1954) was the first to introduce the concept of shopping
outside world. Recorded Java and Sumatra are the orientation, described as a shopping style or shopping
internet penetration contribution in Indonesia. Currently, style that places shopping activities.
the remaining 35.2% of Indonesia's population are not The shopping orientation could be defined lifestyle,
internet users (APJII, 2019). which includes activities and opinions about the
We can trace the history of the first company to set shopping process, in the form of shopping enjoyment,
up an online store was Pizza Hut by providing an online brand/fashion awareness, comfort/time awareness, price
ordering facility for trials in 1994 in Santa Cruz, awareness, shopping confidence, shopping tendencies at
California and 2007 all regions had received options in home, and brand/store loyalty, (Seock, 2008; (Natalina,
the payment system. Amazon company has realized that 2018). Amother research from Distiani and Diamonds
other merchandise also had high demand and that it (2013); Putra, et al (2016) which provides a different
expanded by selling various commodities. At the end of definition, which is a trend that can be demonstrated
2000, many European and American companies through various forms, such as information search,
provided service facilities through the World Wide Web. alternative evaluation, purchase and post-purchase
From then on, people began to associate the term evaluation. Each individual's shopping orientation will
"e-commerce" with the ability to purchase various exhibit different behaviors when making purchase
products over the internet. intentions, including online purchase intent.
E-commerce is the distribution, purchase, sale, According to Kotler (2008), the intention to buy is
marketing of goods and services through electronic something that arises after receiving stimulation from
systems such as the internet or television, WWW, or the product he sees, from there there is an interest to buy
other computer networks. E-commerce can also involve in order to have it the desired item. Buying intention is
electronic fund transfers, electronic data exchange, also the possibility of consumers to buy a brand or move
system inventory, and automated data active systems. from one brand to another, whether it is seen from
E-commerce is a building or service through an transactional intentions, referential intentions,
information system that utilizes internet technology, preferential intentions and also explorative intentions ̧
(Sutabri, 2012). (Kotler and Keller, 2012).
The increasing number of internet users has made Another factor in consumers' intention to do it
a market for players in the e-commerce industry. So it's online is online trust (trust online). Online trust is the
no wonder in Indonesia has large e-commerce and customer's willingness to accept weaknesses in online
marketplaces with large enough capital, such as transactions based on their positive expectations
Matahari Mall, Bukalapak, Lazada, Blibli, Tokopedia. regarding online shopping behavior in the future, which
Not only official websites but Indonesia also
118
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

can be in the form of security, privacy, and reliability Bungo University in addition to other Faculty of
(Kotler and Keller, 2012). Economics. It turned out that the results found that male
Shopping via the internet is prone to unwanted or female students had an interest and trust in online
crimes such as fraud, so trust online and purchase purchases. Based on this, researchers are interested in
orientation greatly influence consumer purchase interest. examining more deeply the consumer's buying interest
Previous studies by Mohmed et al. (2013) found that online in a study at Muara Bungo University using
each trust of potential consumers is the main attribute in gender variations as moderation.
e-commerce applications. Trustworthiness in this Gender as moderation in this study has chosen
research implies confidence that the vendor's website because those female or male customers who have
will deliver what it promises. Similar studies by Mao decisions in making purchases or intentions purchase
(2010) and Gefen and Straub (2004), Taylor (2010) also can be caused by having different points of view,
concluded that the higher the degree of consumer behavior, or responses. Although this recorded
confidence, the higher the level of consumer purchase difference is not one hundred percent, it does exist. Men
intentions. Taylor (2010) even found that besides trust, it and women may have the same desires, but these desires
turns out that price perceptions and shopping orientation may be different (Maharany, Santika, 2019). Research
also influence online purchase intentions. by Foroughi et al. (2013) also argued that gender
The research Alam and Norjaya (2010) found that (gender) is the social difference between men's and
trust is a shared belief between the two parties between women's roles, the roles and ways people in society
the buyer and the seller will not take advantage of the view a man and a woman.
weakness of the other party. Research by Ma et al. (2015) stated that female
Furthermore, research conducted by Louis and customers show higher levels of satisfaction with male
Yuniarwati (2014) has different results from previous customers. Dong et al. (2011) found that women have a
studies, so this study shows that online shopping more significant effect on satisfaction and loyalty,
orientation does not affect online purchase interest. The meaning that women are more loyal to men. However, in
reason they research found every consumer does not contrast to previous studies, the findings of Okoroafo et
always carry out brand orientation in making online al. (2010) show that there is no gender difference in
purchases as long as they have the trust and previous perceiving corporate marketing stimuli, which will have
online shopping experience. Based on the problems that an impact on customer satisfaction and loyalty.
occur, there is inconsistency in the results of one study According to Qayyum et al. (2013) concluded that
with another, so that it is free from differences (research gender does not have a moderating role in satisfaction
gap). For that, this research needs to retrieve it. with customer loyalty. On this basis, the researcher also
In Bungo Regency, buying products online is well wants to examine how gender can or does not affect
known by many people because there are quite several purchases in Bungo District.
Bungo Regency people who make online purchase This study aimed, first to provide an overview and
transactions on social media sites or online sites using implications, shopping orientation, and trust in
applications. This research conducted by Dwi (2018) consumer purchase intentions online. Second, seeing
who found that in Bungo District, the DPR secretariat gender differences as a moderating variable because, in
office found consumer buying interest in the Tokopedia virtual communities, gender roles play an important role
online store, which was carried out by price and in e-commerce communication and transactions.
advertising power factors.
Bungo Regency has several institutions, one of LITERATURE REVIEW
which is Muara Bungo University. In the 2018/2019 Theoritical Framework
academic year, 516 students were active in the Faculty Marketing is an organizational and organizational
of Economics based on data from the Academic function of the process for creating, communicating, and
Departement, so it is the largest among other faculties at providing value to customers and for helping customer
Muara Bungo University. In previous research and the relationships in ways that benefit the organization and
initial survey of this research, several students at Muara stakeholders, (Kotler and Keller, 2009). Good marketing
119
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

can lead to purchases from consumers. If the behavior of strength of a product that has attributes and has often
consumer behavior in the current Internet era, it turns called an object attribute relationship, namely consumer
out that buying behavior via the internet with direct confidence that there is a relationship between an object
purchasing can be distinguished when consumers and a relevant.
communicate looking for information, Suryani (2013). Trust can strengthen good cooperation (Veno &
Purchasing via the internet is seen by the quality of Subagio, 2013), even according to Jogiyanto (2007),
service (e-service) perceived by consumers is a complex trust has an impact on purchasing behavior through
phenomenon that involves many processes such as action and the learning process. Kotler and Keller
navigation, information retrieval, interaction, and (2012) in their research found that online trust indicators
interactions between companies. Lee and Lin in Kurnia are: 1) Security, 2) Privacy, dan 3) Reliability.
(2016) developed a model of e-service quality Consumers will have an interest or interest in
dimensions, namely 1) website design, 2) reliability, 3) buying if the consumer already feels interested or gives
responsiveness, 4) trust, and 5) personalization. a positive response to what is offered by the seller.
E-commerce (Electronic commerce) helps carry out Purchase intention by Kotler (2012) is something that
traditional trade through new ways of transferring and arises after receiving stimulation from the product he
processing information because the information is the sees, from which there is an interest in buying to have.
core of all commercial activity (Bajaj and Nag 2000). Purchase intention can also occur with a motivation
Kotler and Armstrong (2001) also explain that electronic that comes from a consumer in his mind so that it
commerce is a general term for the buying and selling becomes a desire. There is no motivation to support if
process that is supported by electronic means. there were no processes, (Arista & Astuti, 2011).
E-commerce has several standard components that are According to Keller (2012), purchase intention is
owned and not done offline, such as products that can be identifying through indicators: the first is the
via the internet, a place to sell must have a domain and transactional intention, which is a person's tendency to
hosting. Besides, there are also ways to accept orders buy a product, and second referential intentions, and
such as e-mail, telephone, SMS, etc. and payment third preferential intentions, and fourth exploratory
methods such as cash on delivery, credit cards, internet intentions.
payments, delivery methods and customer service:
e-mail, chat, telephone, etc. (Hidayat, 2008). Conseptual Framework
Shopping orientation by Stone (1954) in Carlos A person's shopping orientation is something
Widjaja (2018), describes the concept of shopping as a considered influencing purchase intention, Ling et al.
lifestyle or style that places on shopping activities. Li 2010. Shopping orientation is a part of the consumer's
et., al in Ling (2010), make the concept of shopping lifestyle that comes from their activities, interests, and
orientation as a specific part of the shopper that includes opinions about their activities. The results research
style activities, opinions, and interests. Seock and Bailey conducted by Ikranegara (2017), that orientation has a
(2008) define shopping orientation as categorizing positive and significant effect on online purchase
shopping styles with emphasis activities, as well as interest. Many experts argue that consumer-oriented
describing consumer needs when there are seven views are socially, economically, culturally, and also
dimensions, namely:1) Shopping enjoyment, 2) within personal goals.
Brand/fashion consciousness, 3) Price consciousness, 4) Online trust is a must when buyers come and have
Shopping 5) Convinience/time consciuosness 6) In home confidence online (Leeraphong and Mardjo, 2013).
shopping tendency 7) Brand/ store loyalty. Online shopping is risky, and trustworthiness is a role in
In the new business paradigm in the online market, influencing online transactions (Gregg and Walczak,
trust is already considered a regulatory factor for 2010). Previous studies concluded that higher online
building Business-to-Consumer (B2C) relationships and trust in higher purchase intentions.
for overcoming various challenges and intense According to Kotler and Keller (2012), purchase
competition with competitors, Ling et al. (2010). intention is a behavior of consumers who have a desire
Meanwhile, according to Sumarwan (2011), trust is the to buy or choose some products based on experience in
120
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

choose, consuming, or even in choosing and want some H8 gender difference moderates the effect of online trust
[Link] relationship of shopping orientation and on male customers online purchase intentions;
online trust is the belief of certain parties towards others H9 gender difference moderates the effect of online trust
in conducting transaction relationships based on the on online purchase intentions of female customers;
trusted that people who are will fulfill all their
obligations and as expected (Parastanti, et., al., 2014).
Consumers will be satisfied with the benefits they
METHODOLOGY
provide or even higher than the money they spend.
This type of research is quantitative in the form of
The results of research conducted by Ginting
(2018) show that shopping orientation and online trust a research survey by making comparisons between
have a positive and significant effect on online purchase phenomena that occur regarding consumers in online
intentions simultaneously. purchase intentions of respondents using a questionnaire
The conceptual framework of this research is: (survey explanation) (Sugiyono 2013, Sani and Vivin
2013). This study provides a hypothesis to assess the
Pig. theory used as a reference. The data used in this research
1
are primary through questionnaires and secondary data.
The population of this study was all active
students of Muara Bungo University in the 2018/2019
academic year, both male and female, namely 479
(BAAK 2019 data). From the existing population, the
minimum sample size obtained using the formula from
Taro Yamane and Slovin as follows:
Conceptual Framework
Information
= Partial
= Simultaneous
e = Eror n = number of samples
N = number of population
Hyphotheses e = error tolerance
Based on the problems, research objectives, and a
review of the theories, hypotheses obtained, n= N
H1, shopping orientation, and online trust influence 1 + 479 (10%)2
purchase intention online simultaneously; n= 516
H2, shopping orientation influences online purchase 5,79
intention; n = 82,7 = 83 orang
H3, online trust influences online purchase intentions;
H4 gender difference moderates the effect of shopping In this research were 83 students being samples.
orientation and online trust on male customers' The sampling method uses Proportional Random
online purchase intentions; Sampling, which is random sampling carried out by
H5 moderates the influence of shopping orientation and taking from each stratum or each region that is
online trust on online purchase intentions of female determined to balance with many subjects in each
customers; stratum (Arikunto, 2010). Based on the formula, the
H6 gender difference moderate the influence of number of samples from each study program is as
shopping orientation on male customers' online follows:
purchase intentions;
H7 gender difference moderates the effect of shopping
orientation on female customers online purchase
intentions;

121
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

Based on formula in this research used sample for 2 Age

≤ 20 thn 10 12
management department more than accountant
21-23 thn 47 57
department. The sampling technique used in this study is
24-26 thn 22 26
purposive random sampling to the determination of the
≥ 27 thn 4 5
sample takes into account criteria that have for objects
Total 83
by the research objectives. The criteria sample were: 1)
3 Income
Students who were active in the 2018/2019 academic
>500 63 75,9
year. 2) Students of the Economics Faculty, Muara
>1-2 million 17 20,5
Bungo University, 3) Students who had seen online
>3-4 million 3 3,6
advertisements.
Total 83
The analysis data in this research is quantitative,
4 Occupation
using the Statistical Package for Social Sciences version
Private Employee 3 3,6
24 (SPSS 24), and Moderation Variable Regression
Modeling with Sub-Group Methods aims to divide the Businesman 10 12

samples into categories based on the third variable is Student 40 48,2

hypothesized as a moderating variable. (Ghozali, 2013). Other 30 36,1

The equation is as follows: Total 83

1). Y = α + β1X1+ β2X2 + ε1 + e

2). Y= α + β1X1+ β2X2 + ε2+ e
3). Y= α + β1X1+ β2X2 + ε3+ e
bi = Regression coefition for X1
b2 = Regression coefition X2
X1 = Shopping Orientation
X2 = Online Trust
ε1 = total sampel laki-laki dan perempuan
ε2 = number of a man
ε3 = number of a woman
e = Residu

RESULT AND DISCUSSION

Researchers circulated questionnaires as many as 83

copies in accordance with the sample size in this study,
namely 83 respondents students of the Faculty of
Economics Management Study Program Muara Bungo
University who had made purchases online. Of the 83
copies of questionnaires released, all could be involved
for this study.

The description of respondents in this study can be seen

in table 1 characteristics of respondents.

Table 1. Respondent Characteristics

Percentage Source :Primary Data, 2019
No Requirements Respondent
(%)
1. Gender Based on table 1 of respondents, we can see that
Boys 43 51,8 there is a distribution of respondents' backgrounds in
Girls 40 48,2 this study, both gender, age, the amount of income the
Total 83

122
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

respondent and the background of the respondent's work brand prices or fashion (brand/fashion awareness) so
other than students. Furthermore, the questionnaire that it affects online purchase intentions.
tested for its validity and reliability levels. Based on the The T-test in this study with a significant level of
results of the SPSS test tool, the questionnaire was α = 0.05 at 3.036 and 3.160. While the value of t table
declared valid and showed that all question items had a (0.05; 3; 83) at α = 0.05: 2 = 0.025 (two-sided test) with
Cronbach's Alpha value of more than 0.60. Thus all degrees of freedom or degrees of freedom (df) n-k
questions are credible because they meet the credibility where n = number of samples and k = as many as
of the Cronbach's Alpha standard. independent variables and made, then 83-3 = 80
The normality test with Kolmogorov-Smirnov obtained t table (0.05; 3; 83) of 1.990. It means that t
(K-S) non-parametric statistical test to ensure the data is count>t table, hypotheses 2 and 3 fulfilled, that partially
normally distributed or not. The result value is 0.200> gender there is an online shopping orientation and
0.05 (5% significant), data is normal distributed. After FE-UMB student confidence in online purchase
that, then another classic assumption test is carried out. intentions.
As a result, this research is feasible to make multiple Furthermore, the interaction test by involving
regressions with gender as moderation. gender as moderation (variable Z), can be seen in tables
3 and 4.

Table 3 The Result Sub Group for Man

Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
Table 2 The Result Before Interaction 1 (Constant) -2.260 10,029 -0,225 ,823
orientasi
,336 ,149 ,301 2,252 ,030
belanja
Model Unstandardized Standardized t Sig. kepercayaa
,717 ,208 ,460 3,442 ,001
Coefficients Coefficients n online
B Std. Error Beta R square 0,287
1 (Constant) 6,500 6,706 ,969 ,335 Adjusted R
0,252
orientasi belanja ,303 ,100 ,309 3,036 ,003 Square
kepercayaan F hitung 8,067
,415 ,131 ,322 3,160 ,002 Signifikansi F 0,001
online
R square 0,178
Adjusted R Square 0,158
F hitung 8,678
Signifikansi F 0,000

Source: Primer, 2019 Source: Primer, 2019

Based on table 2, it can be seen that the regression
Table 4 The Result Sub Group for Woman
equation for all data before gender moderation Model Unstandardized Standardized t Sig.
differences are made: Coefficients Coefficients
B Std. Error Beta
Y = 6,500 + 0,303X1 + 0,415X2 + e 1 (Constant) 15,847 8,570 1,849 ,072
orientasi
The value of R2 before moderation is 0.178, belanja
,240 ,127 ,299 1,891 ,066
kepercayaan
which indicates that the contribution of the independent online
,148 ,161 ,146 ,921 ,363

variable (X) to students' online purchase intentions is R square

Adjusted R
0,097
0,048
17.8%, the remaining 82.2% is by other variables. The Square
F hitung 1,986
significance test simultaneously yields F count 8,678. So Signifikansi F 0,152

F count 8,678> F table 3,11, hypothesis 1 fulfilled. It

means that FE-UMB students are happy when doing
online shopping (Shopping enjoyment), are aware of
123
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

can only affect the shopping orientation and online trust

of male respondents because men who have to prefer
logic in purchasing goods than women are easier to buy
goods without consideration, especially when looking at
discount or prize promos, Dong et al. (2011).
This research also was carried out by the Chow
Source: Primer, 2019 test to draw the moderating variable sub-group in this
study between the regression equation and whether the
Based on tables 3 and 4, regression analysis for form of multiple relationships in the study was different
moderating variables using the sub-group method result for the sub-group. Chow's test in studying Ghozhali
from the regression equation for the sexes of men and (2013):
women:
Y = -2,260 + 0,336X1 + 0,717X2 + e (man)
Y = 15,847 + 0,240X1 + 0,148X2 + e (woman) F=
The equations above, we can interpret that if there RSSr = Restricted Residual Sum of Squares
is no orientation and trust of FE-UMB students towards RSSur = RSS1 + RSS2
online purchase intentions, only female students will RSS1 = Restricted Residual Sum laki-laki
make purchases. It can interpret, those female students RSS2 = Restricted Residual Sum perempuan
like to shop anywhere without going through online
searches, and this is a kind of nature that women are F= = 2.253
very fond of shopping and very loyal to shopping in,
Ftabel (0,05;3;83) = 3,11
Dong et al. (2011).
When compared to the R square value for the Based on the results of the chow test value, F count
regression of observations, the male gender is 0.287 and 2.253 is smaller when compared to the F table with df 3,
female is 0.097. It can interpret those gender variable is 83 with a significance level of 0.05 obtained 3.11.
a pure moderator variable, where the passion for Because F count<F table determined that the regression
shopping and online trust in male respondents' online equation between the male and female gender
buying interest is more influential than that of women observation subgroups does not moderate online
(Ghazali, 2013; Tambun, 2013). purchase intentions. This research is not in line with the
The research results accept hypotheses 4, 6, 8. study of Seock and Bailey (2008), Imari, et., al (2017),
Hypothesis number 4 was accepted, meaning that gender and Rizky Aditya (2019) show that gender differences
differences moderate the effect of shopping orientation are related to perceptions of online shopping and
and online trust on online purchase intentions of male ultimately affect preferences and purchasing decisions
customers. Hypothesis number 6 also accepted, a gender via the internet.
difference as moderate to the shopping orientation on
online purchase intentions of male customers; Likewise, SUMMARY
hypothesis 8 that there is a gender difference that This study found that the shopping orientation and
moderates the effect of online trust on online purchase online trust variables partially and simultaneously
intentions on male customers. A summary of this affected the online purchase intentions of students. The
research hypothesis in Figure 2: gender variable can only affect shopping orientation and
online trust in male respondents because men make
Fig 2. Result sub-group methods more sense in the logic of buying goods than women
who are easy to buy things without consideration
Based on Result sub-group methods, we can see through online searches, and this is a kind of prevailed
the hypotheses 5, 7, and 9 have rejected because there is nature that women are very fond of shopping. The
no effect of shopping orientation or online trust on regression equation between the male and female gender
female respondents. The gender variable in this study observation subgroups did not moderate online purchase

124
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

intentions based on the chow test analysis. This study Chairiza, 2012, Pengaruh Bauran Pemasaran Terhadap
shows that the gender variable is only a pure moderator Kepuasan Konsumen Pada Hotel Andalas di
variable. Bandar Lampung, (Tesis). Universitas
From the results of the Adjusted R square before Lampung, Bandar Lampung,
Dwi, Sudjanarti. Dkk.(2017), Pengaruh Orientasi
the interaction is 17.8% percent, while the Adjusted R
Belanja Dan Gender Differences Terhadap
square value of different interactions between men and
Pencarian Informasi Online Dan Belanja Online
women with a proportion of male value but still in the Pada Mahasiswa Jurusan Administrasi Niaga
small category, namely men amount to 0.287 and Politeknik Negeri Malang, E-Jurnal, Vol.12
women by 0.097. It can show that the gender variable is No.2.
a pure moderator variable, indicating that other variables Gefen, D. dan Straub, D.W., (2004), Consumer Trust in
that can moderate the effect of shopping orientation and B2C e-Commerce and the Importance of Social
online trust on customer online purchase intentions Presence: Experiments in e-Products and
include age and knowledge, and customer value e-Services, Omega: The International Journal
Ghozali, Imam. 2013. Aplikasi Analisis Multivariate
management. The next researchers will consider these
dengan Program IBM SPSS 21 Update PLS
factors as a reference to perfect this research.
Regresi. Semarang: Badan Penerbit Universitas
Suggestions that can take for online shopping Diponegoro
providers are expected to need strategies in increasing Hidayat, Taufik. (2008). Toko Online Dengan OS
the trend of shopping at home (trends in preferences) by Commerce. Jakarta:Mediakita.
providing clear, complete, and accurate information Ikranegara Dikla.(2017). Pengaruh Orientasi Belanja,
regarding the products offered. Online consumer trust is Kepercayaan Online, Dan Pengalaman
the need for consumer privacy in online purchases. Pembelian Terhadap Minat Beli Secara Online,
There are several limitations in this study to the Skripsi, Universitas Negeri Yogyakarta.
Jogiyanto, (2007), Sistem Informasi Keperilakuan,
Muara Bungo area so that the results of this study cannot
Edisi Revisi. Yogyakarta: Andi Offset.
be generalized to consumers outside the Muara Bungo
Kotler, P., dan Armstrong, G. (2008). Prinsip-prinsip
University area or Muara Bungo Regency because the Pemasaran. Edisi 12 Jilid 1, Jakarta: Erlangga.
number involved is also still lacking. This research is Kotler, P., dan Armstrong, G.(2010). Principles of
only conducted within a certain period (cross-section), Marketing”. Pearson Prentice Hall, New York.
while the environment can change at any time (dynamic) Kotler, Philip. 2001. Manajemen Pemasaran: Analisis,
so that this research needs to be carried out again in the Perencanaan, Implementasi dan Kontrol.
future. Furthermore, there are limited references to Jakarta: PT. Prehallindo.
Kotler, Philip. Dan Keller, Kevin Lane.(2012),
gender-related to shopping orientation and online trust in
Marketing Management. 13 Th Edition New
online purchase intentions.
Jersey : Pearson Pretice Hall.
Kusuma,Distiani Fitria., dan Septarini, Berlian
REFERENCES Gressy.,2013,Pengaruh Orientasi Belanja
terhadap intensi pembelian produk pakaian
APJII, Survei Asosiasi Penyelenggaraan Jasa Internet, secara online pada pengguna online shop,Jurnal
(2019) http//[Link]/9aF8. Psikologi Industri dan Organisasi
Arikunto. (2009). Prosedur Penelitian: Suatu Pendekatan ,Vol.02,No.1,pp 1-10.
Praktik. (Edisi Revisi). Jakarta: Reineka Cipta. Lee, G.G. and Lin, H.F. (2005) ‘Customer perceptions
Arista, E. Desi., & Astuti, Sri Rahayu Tri. 2011. Analisis of e-service quality in online shopping’, Journal
Pengaruh Iklan, Kepercayaan Merek, dan Citra of Retail and Distribution Management, Vol. 33,
Merek terhadap Minat Beli Konsumen. Jurnal No.2.
Aset. ISSN 1693-928X. 13 (1). 37-45. Fakultas Ling, Dkk. 2010 . The Effects of Shopping Orientations,
Ekonomika dan Bisnis Universitas Diponegoro. Online Trust and Prior
Semarang. Louis Utama dan Yuniarwati, 2016. “Pengaruh Merek,
BAAK. Data Fakultas Ekonomi. Universitas Muara Kepercayaan dan Pengalaman Terhadap Niat
Bungo. Konsumen Dalam Melakukan Transaksi Secara

125
 Nur Ika Effendi dkk, M.A./JoEBGC Vol 3, No. 2 (2020) 117 - 126

Online”. Jurnal Ekonomi, Vol. XXI, No. 03. Hal

420-435.
Mao, Ding. 2010. “A Study of Consumer Trust in
Internet Shopping and The
Moderating Effect of Risk Aversion in
Mainland China”. Hong Kong
Baptist University. Journal Manajemen. 3(1)
pp.1-50. Sumarwan. Ujang (2011). Perilaku
Konsumen Teori dan Penerapannya dalam
Pemasaran. Bandung : Ghalia Indonesia
Mohmed, Dkk. 2013. The Impact of Trust and Past
Experience on Intention to Purchase in
E-Commerce. International Journal of
Engineering Research and Development, Vol. 7,
Issue 10, pp 28-35.
Nusarika, Luh Alviolita Kusuma dan Ni Made Purnami.
2015. “Pengaruh Persepsi Harga, Kepercayaan,
dan Orientasi Belanja Terhadap Niat Beli Secara
Online (Studi pada Produk Fashion Online di
Kota Denpasar)”. E-Jurnal Manajemen Unud.
Volume 4 Nomor 8. halaman 2380-2406.
Natalina, S. R. (2018). Pengaruh Orientasi Belanja
(Shopping Orientation) dan Kepercayaan Online
(Online Trust) Terhadap Niat Pemeblian Online
(Online Purchase Intention) Studi pada Online
Shop [Link]).
Sutabri, T. (2012). Analisis Sistem Informasi. Retrieved
from [Link]
/scholar?oi=bibs&hl=id&q=related:AIpO2Ao0puY
J:[Link]/
Parastanti, G. P., Kumadji, S., & Hidayat, K.
(2014). Pengaruh Prior Online Purchase
Experience terhadap Trust dan Online
Repurchase Intention (Survey pada
Pelanggan ZALORA [Link]). Jurnal
Administrasi Bisnis (JAB), 16(1).
Putra, Dkk. 2016. Impact of Website Quality and
Indonesian Customer Orientation on Purchase
Decisions. International Journal of
Management,Finance and Marketing. ( IJMFM )
Vol 1, Issue 1.
Seock dan Bailey, (2008). “ The Influence of College
Students’ Shopping Orientations and Gender
Differences on Online Information Searches and
Purchase Behavours”, International Journal of
Consumer Studies, 2008, p. 113-121.
Stone, Gregory P. (1954). City and Urban Identification:
Observationon the Social Psychologyof CityLife.
American Journal of Sociology.60. 36-45

126