Pengaruh Budaya Nasional Terhadap Tingkat Percaya Pelanggan Olx Di Kota Bandung

Abstract

Abstrak Seiring dengan kemajuan teknologi yang terjadi, kegiatan jual beli dimudahkan dengan adanya e- commerce yang memberikan kemudahan dalam melakukan penjualan dan pembelian kebutuhan manusia. E-commerce telah memberikan keuntungan dan manfaat bagi para pelanggan maupun penjual dan perkembangan e-commerce yang sangat signifikan meningkat di setiap tahun nya memperlihatkan bahwa pelanggan mulai percaya terhadap industri e-commerce. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Collectivism, Uncertainty Avoidance, Long-term Orientation, Power Distance dan Masculinity terhadap Disposition to Trust, serta pengaruh Disposition to Trust terhadap Ability, Integrity dan Benevolance pada e-commerce. Pengolahan data pada penelitian ini menggunakan metode analisis SEM (Structural Equation Modeling) dengan program LISREL Model penelitian ini menggunakan teori Budaya Nasional dengan variabelnya, yaitu Collectivism, Uncertainty Avoidance, Long-term Orientation, Power Distance, Masculinity terhadap Disposition to trust yang kemudian mempengaruhi Trustworthiness . Hasil penelitian menunjukkan, dari 5 variabel dalam Budaya Nasional yang diteliti terdapat tiga variabel yaitu Collectivism, Long-term Orientation, Power Distance yang berpengaruh secara signifikan dan positif terhadap Disposition to trust, sedangkan variabel Uncertainty Avoidance, Masculinity dalam penelitian ini berpengaruh signifikan dan negatif terhadap Disposition to trust, dan dari tiga variabel Trustworthhiness yaitu Ability, Integrity dan Benevolence, semua dipengaruhi signifikan dan positif oleh Disposition to trust. Kata Kunci: budaya nasional; e-commercet; LISREL Abstract Along with technological advances that occur, buying and selling activities are facilitated by e-commerce that provides convenience in selling and purchasing human needs. E-commerce has provided benefits and benefits for both customers and sellers and the development of e-commerce which has significantly increased every year shows that customers are starting to trust the e-commerce industry. This study aims to determine how the influence of Collectivism, Uncertainty Avoidance, Long-term Orientation, Power Distance and Masculinity on Disposition to Trust, and the effect of Disposition to Trust on Ability, Integrity and Benevolance in e-commerce. The data processing in this study uses the SEM (Structural Equation Modeling) analysis method with the LISREL program.. The results showed, of the 5 variables in the National Culture studied there were three variables namely Collectivism, Long-term Orientation, Power Distance which significantly and positively affected Disposition to trust, while the Uncertainty Avoidance, Masculinity variables in this study had significant and negative effects on Disposition to trust, and from the three Trustworthiness variables namely Ability, Integrity and Benevolence, all are affected significantly and positively by Disposition to trust.. Keywords: national culture; e-commerce; LISREL