THE ANALYSIS OF SECURITY, BRAND IMAGE, AND WEBSITE QUALITY TOWARDS CUSTOMER TRUST IN TOKOPEDIA

Abstract

Online shopping becomes very popular nowadays. In Indonesia, there are several e-commerce companies that is used by Indonesian people such as Tokopedia, Shopee, Lazada, blibli.com, etc. This research focuses on Tokopedia because in May 2020, Tokopedia encountered a customer data leak problem. Tokopedia was hit by a data leak of 15 million user accounts. Because of this problem, researcher is interested in analyzing the influence of security, brand image, and website quality towards customer trust on Tokopedia. The present research variables included security, brand image, and website quality as the independent variables, and customer trust as the dependent variable. This research used a quantitative method. The data used for this research is obtained from spreading questionnaires to people who live in the greater Jakarta area. The result of the survey then processed with SPSS 25 software to analyze the data of the respondents (N=150) who lived in the greater Jakarta area. The results showed that security, brand image, and website quality significantly influence customer trust.