Pengaruh Structural Assurance Dan Trust Terhadap Online Purchase Intention Pada Sistem Penjualan E–Commerce Perusahaan Xyz

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The Covid-19 pandemic has made the digital era develop rapidly, as well as e-commerce, the purchase process can be done from home, digital marketplace media facilitate users with interactive applications that can be called very responsive. PT XYZ, which usually conducts transactions in a traditional way, also has to keep up with developments. However, there are problems with the level of security and customer trust in e-commerce transactions. From the company's graphic data, it shows that customer loyalty has not been well developed.From the Structural Assurance variable at PT XYZ, where t_hitung is greater than t_table 5.315 > 1.667, due to the response from the sales admin who is very responsive to questions from customers from the Trust variable t_hitung is greater than t_table 2.816 > 1.667, needs to be improved, socialization about the company through digital media such as the web and non-digital media such as offline stores. From the simultaneous test, F_hitung is greater than F_table 13.652 > 3.130. This shows that there is a significant influence of Structure Assurance and Trust together on Online Purchase Intention at PT XYZ