Author(s): Dede Suleman, Ida Zuniarti, Sabil, Eka Dyah Setyaningsih, Vera Agustina Yanti, Isnurrini Hidayat Susilowati, Imelda Sari, Sofyan Marwansyah, Seno Sudarmono Hadi and Amin Setio Lestiningsih
This study aims to analyze the relationship between usefulness, ease of use and trust in the attitudes and decisions of shopping for fashion products online. Using a new model will test and compare with existing research so far. This study uses a sampling quota in the survey method with a sample of 150 respondents from the city of Jakarta with the criteria of respondents aged over 17 years and have made online purchases. The results of the study stated that usefulness, ease of use and trust influence and are significant to attitudes, whereas the decisions themselves are strongly influenced by attitudes. But apparently found to trust does not affect consumer attitudes in shopping online, this is a finding that could be another reference to existing studies so far that always states that trust influences consumer decisions. In the case of online shopping, it is not only the trust factor needed for consumers to decide, but is greater than the attitude factor, while the attitude itself is built from a variety of factors. Although the variable that influences the attitude the most is consumer confidence in online stores.