Determination Of Purchase Intention Factors On The Online Shop Site

Indonesia is one of potential market in Asia even in the world with the fifth largest population in the world in 2017, which the population are more than 263 million people; while the internet users up to 30 June 2017 in Indonesia are more than 132 million people. Of 200 respondents, which the mean of age was 18-24 years old. The respondents consisted of 110 male and 90 female, thus the average gender in Solo was male. The result of analysis showed that Trust was positively and significantly influence Purchase intention, Website Quality was positively significantly influence the Purchase intention, and Percived Risk was positively and significantly influence the Purchase intention, so that each improvement of Percived Risk score would improve Purchase intention. Keyword : E-Commerce, E-Bisnis, Online Shop, Marketing, Trust, Website Quality, Percived Risk, Purchase intention Abstraksi Indonesia merupakan salah satu pangsa pasar yang paling potensial asia bahkan didunia dengan memiliki jumlah penduduk terbesar ke 5 di dunia pada tahun 2017 dengan populasi penduduk sebesar 263 juta jiwa lebih, sedangkan untuk pengguna internet pada sampai dengan 30 Juni 2017 Indonesia 132 juta jiwa lebih. Dari 200 responden yang diperoleh yaitu memiliki rata-rata usia 18-24 th, Sedangkan jenis kelamin responden di area Solo dan sekitarnya terdapat 110 adalah laki-laki dan 90 adalah perempuan, jadi dari rata-rata responden di area Solo dan sekitarnya didominasi jenis kelamin laki-laki. Hasil analisis uji persamaan menunjukkan bahwa Trust berpengaruh positif signifikan terhadap Purchase intention, untuk Website Quality berpengaruh positif signifikan terhadap Purchase intention, dan untuk Percived Risk berpengaruh positif signifikan terhadap Purchase intention, sehingga setiap peningkatan nilai Percived Risk maka akan meningkatkan Purchase intention. Kata Kunci : E-Commerce, E-Bisnis, Online Shop, Marketing, Trust, Website Quality, Percived Risk, Purchase intention

The more activities of E-commerce, the more online shop in Indonesia. For online marketing, it will be specific challenge to take strategy in order to improve selling winning the competition. It is done by giving attractive thing to the consumers in order that they will purchase in the website. E'thier et al., (2006) states that website quality functions as store atmosphere. The conventional store or offline shop in the IV industry revolution era must have requirement of sales person, the physical performance of product or store atmosphere attract consumers' intention, and the online shops use their website to deliver product information and communicate to consumers. (Downess, 2007). Website is an initial display of the company toward public. (Gregg & Walczak, 2010) argue that Website becomes initial point the consumers know the company. Website is an important contribution for users and consumers, in which Website quality becomes attribute of it.
Marketing and selling are important to get consumers' trust. Rousseau et al. (1998) states that Trust is a psychological state originating from intention to accept afraid expecting the positive assessment of other intention or attitude. Meanwhile Schurr dan Ozanne (1985) in the relationship of company-consumers, trust in the context of e-commerce is a trust of promise given to the website and the effort to fulfill the promises.
For the higher risk level, it causes consumers feel uncomfortable or doubtful to have transaction in online shopping, thus perceived risk is uncertain negative potential of a transaction as consumers' trust of online Kim et al. (2007).
The subjective activity of a product can be significant index to predict consumers' attitude and the Purchase intention can be the illustration (Fishbein & Ajzen, 1975). The tendency of consumers to act before purchasing is Purchase intention (Kinnear, 1995 (Lewicki and Mcallister, 1998). Trust in transaction perspective occurs when consumers believe in receiving product or service in specific time from a vendor (Srinivasan, 2004).
Trust in online environment is significant due to the complexity and variety on online interaction and the possibility caused by unfair and unpredictable attitude (Gefen dan Straub, 2003). According to Kracher et al, (2005), trust tend to reduce risk, afraidness, and costs either online or offline. Without trust, the success of ecommerce is not possible.

Website Quality
Website quality ( Rich, 1964in Lim, 2003. Mitchell (1999) expresses that perceived risk explains consumers' attitude because they are encouraged to prevent mistake than maximizing utility in the purchasing.
Online purchasing is perceived to be more risk than the traditional purchasing so it can inhibit consumers to have online purchasing (S. Nenonen, 2006 in A. Leeraphong & A. Mardjo, 2013). Online buyers rely on the electronic information without ability to examine products physically. They, therefore, are vulnerable of additional risk because of incomplete or error information provided by seller (Lee, 1998).

Purchase Intention
Purchase intention cannot be separated

Position of research
Researcher ( Chang and Chen (2008) Jarvenpaa et al. (2000) argue that to reduce risk related to online purchase will increase probability of consumers' purchase.
The study conducted by S.L Jarvenpaa & N.
Tractinsky (1999) found that perceive risk has negative correlation on the interest to purchase such a product in online shopping.
In Framework of the study Based on the proposed hypotheses, the influence of the stated variables can be displayed as follow:

Design of the study
Cooper and Schindler (2006)  2) General information of the company found.
4) The information of customer policy.

d. Display quality
Website display refers to visual attractiveness of a web site. Indicators of display quality are: 1) Interesting Website.

Perceived Risk
Perceived Risk is basic concept in consumers' attitude stating that consumers perceive uncertainty before purchase concerning to type perception and loss level caused by the purchase and use of a product (Naiyi, 2004). According to Lim (2003) online perceived risk is defined as level, in

Purchase Intention
Purchase intention defined by Howard c. Plan to purchase product in the site.
d. Possible to purchase product in the site.

Population
Population is a group of people, events or something researchers pay their intention to study (Sekaran, 2000). Population of the study is individuals in Surakarta area who have ever visit sites and have intention to purchase product in Lazada.com

Sample
Sample is a part of population consisting of several selected member of population to study (Sekaran, 2003). Sample used in the

Determination coefficient (R 2 )
The coefficient is used to know how far the independent variable strength to explain the change of the dependent variable, by using formula: The score of coefficient R 2 is in range of 0 to 1, if the coefficient R 2 count achieving 1 reflecting the bigger influence of the independent toward the dependent variable.

t-test (hypothesis test)
According to Imam Ghozali (2006) the t-test statistic principally shows how far the influence of the independent variable individually to explain the dependent variable; the test is done by using the significance level of 0,05 (α=5%). The hypothesis is accepted or rejected based on the following criteria : a) If the significance score > 0.05 the hypothesis is rejected (the regression coefficient is not significant); it means that partially the independent variable has no significant influence on the dependent variable. b) If the significance level ≤ 0.05 the hypothesis is accepted (the regression coefficient is significant); it means that partially the independent variable has significant influence on the dependent variable.

Descriptive
The object of the study used as population is individuals in Surakarta who have ever visited site and have intention to purchase in Lazada.com in Solo. The samples are 200 individuals. The following is the description of the respondents: The data shows 200 respondents, who have average age of 18-24 years old. The gender of the respondents in Solo area is 110 male and 90 female, meaning that the dominant gender is male. The most education is senior high school or the college students of 111 people. The undergraduate students are 63 people and D3 are 37. The validity and reliability test of the 200 respondents result in 169 respondents taken to be analyzed and 31 respondents are outlier.

The result of multiple regression analysis
The data are analyzed by multiple regression analysis with program SPSS 17. The output shows that the independent variable Trust partially influence the selling performance, which is explained with the multiple linear regression equation as follow: Equation :  Vol. 3, No. 2, September 2019http://journal.uhamka.ac.id/index.php/agregat p-ISSN: 2549-5658 e-ISSN: 2549 The result of the regression equation above shows that the regression coefficient of trust is 0.116. it means that every additional score of trust the score improves 0.116, website Quality 0.112 meaning that every additional score in website Quality, the score improves 0.112. the regression coefficient of Perceived risk is 0.255, showing that every additional score of Perceived risk, the score improves 0.255.

Model linearity test (F dan R 2 test)
To know the linearity of model, whether it is linear or cannot be identified through F and R2 tests.

 F-test
Of the Anova or F test, the score of Fcount is 19.070 with the score of probability is 0.000 < 0.05. the regression equation 1 the hypothesis H0 in the study is rejected and HA is accepted. It means that the model used is good (goodness of fit). The result of Anova or F test shows that score of Fcount is 19.070 with the probability score of 0.000 < 0.05. the regression equation 2 the hypothesis H0 is rejected and HA is accepted. It means that the model used is good (goodness of fit).

 Coefficient of determination (R 2 )
The model linearity test can be identified by test of determination (R 2  Trust score will increase the score of Purchase intention in Lazada website. 2) Website Quality has positive significant influence on Purchase intention in Lazada site. It means that every improvement of Website Quality score will improve Purchase intention score in Lazada website.

3) Percived
Risk has positive significant influence on Purchase intention in Lazada site. It means that the high improvement of Perceived risk will improve Purchase intention score in Lazada website.

Conclusion
The result of the equation test analysis showed that Trust influenced significantly on Purchase intention, so that if increase of Trust score is high, it will improve the Purchase intention score, for Website Quality in Lazada site has positive significant influence on Purchase intention. It means that the improvement of Website Quality score will increase Purchase intention. The Perceived Risk in Lazada site has positive significant influence on Purchase intention. The higher the Perceived Risk score, the higher the Purchase intention.
Of the elaboration above, it can be taken in the main equation of Trust, Website Quality, and Perceived Risk have positif significant influence on Purchase intention in Lazada site. Thus, it is proved that variable Trust, Website Quality, and Perceived Risk

Suggestion
Based on the result and conclusion found, the followings are the proposed suggestion: For online shop of lazada, the result of the study can be used as strategy to improve market competition, Trust, Website Quality, and Percived Risk may improve Purchase intention on Lazada site. Online shop providing qualified products with relatively cheap price Lazada site must attend the Purchase intention in solo area to win the market competition.
For academic, it is expected that the study gives enrichment in knowledge and insight theoretically on relating to competition subject. The study is expected to be reference, comparative subject, and insight to the following research and for the development of the subject itself.