ABSTRAKSI
Penelitian ini termasuk kedalam penelitian pengujian hipotesis guna menguji pengaruh variabel website quality, website brand image, trust, perceived risk, dan attitude terhadap online purchase intention. Penelitian ini menggunakan metode purposive sampling yang dilakukan pada pengujung lazada.co.id dengan kriteria pengunjung lazada.co.id di karesidenan Surakarta yang berniat untuk membeli. Penelitian ini mengambil jumlah responden sebanyak 260 responden.
Penelitian ini menggunakan SEM GeSCA untuk menguji hipotesis yang dirumuskan dalam penelitian ini. Hasil dari penelitian dapat disimpulkan bahwa: 1) website quality  memiliki pengaruh positif dan signifikan terhadap trust; 2) website quality memiliki pengaruh negatif dan signifikan terhadapperceived risk; 3) website image memiliki pengaruh positif dan signifikan terhadaptrust; 4) website image memilikipengaruh negatif tetapi tidak signifikan terhadap perceived risk; 5) trust memiliki pengaruh negatif dan signifikan terhadap perceived risk; 6) trust memiliki pengaruh positif dan signifikan terhadap attitude; 7) perceived risk memiliki pengaruh negatif dan signifikan terhadap attitude; 8) attitude memiliki pengaruh positif dan signifikan terhadap purchase intention; 9) trust memiliki pengaruh positif dan signifikan terhadap purchase intention; 10) perceived risk memiliki pengaruh negatif dan signifikan terhadap purchase intention.
Studi ini memiliki beberapa keterbatasan meliputi keterbatasan objek amatan dan setting penelitian yang berfokus pada satu situs lazada.co.id dan hanya diteliti di wilayah karesidenan Surakarta, sehingga dalam penelitian selanjutnya diharapkan dapat melengkapi keterbatasan dalam penelitian ini.
Kata kunci: website quality, website image, trust, perceived risk, attitude, purchase intention.
ABSTRACT
The object of the study was toexaminethe effect of website quality, website brand image, trust, perceived risk,and attitude towards online purchase intention. This research used the purposive sampling method wich conducted to lazada.co.id visitors in Surakarta recidency who intend to buy. This research took 260 respondent.
The Generalized Structure Component Analysis (GeSCA)  software was used to test the hypotheses formulated in this research. The results of this study concluded that: 1) website quality  has a positive effect and significant on trust;2) website quality  has a negative effect and significant on perceived risk; 3) website image has a positive effect and significant on trust; 4) website image has a negative effect but not significant on perceived risk; 5) trust has a negative effect and significant on perceived risk; 6) trust has a positive effect and significant on attitude; 7)  perceived risk has a negative effect and significant on attitude; 8) attitude has a positive effect and significant on purchase intention; 9) trust has a positive effect and significant on purchase intention; 10) perceived risk has a negative effect and significant on purchase intention.
This study has several limitations include limitations observed objects and setting research that focuses only on lazada.co.id site and only observed in Surakarta region, so that the future studies are expected to complement the limitations of this study.
Keywords: website quality, website image, trust, perceived risk, attitude, purchase intention.