Gender sebagai Variabel Kontrol: Pengaruh Persepsi Keamanan dan Persepsi Privasi terhadap Kepercayaan Konsumen Online

Abstract

Consumer's trust has been studied by many researchers before. But thereis still limited studies that discretes trust based on characteristics trust parties (trusting relationship) and trust based on evironmental structure (institution based trust). Two different dimensions is important to bediscreted in orderto provide better measurements. Furthermore many marketing studies in Indonesia assumes factors that could affect trust has no difference between man and woman consumer. This study attempts to scrutinize trust affected by perceived of security and perceived of privacy based on institution based trust. And to scrutinize the difference impact perceived of security and perceived of privacy to consumer’s trust. 238 primary data gathered from students of Satya Wacana Christian University. Liniear regression and Chow test used in this study. Based on the analysis this study conclude perceived security and perceived privacy has positive significant influence on trust. And different regression conclude perceived security and perceived privacy has no significant effect on trust.