Understanding Customer Behaviour from Greater Jakarta Area in Purchase Intention on Fashion E-Commerce

This research aims to determine the effect of Perceived Risk on Trust and its impact on Perceived benefits and Purchase intention of consumers on fashion e-commerce sites. This research will be conducted with male and female Jakarta community correspondents who have conducted transactions on fashion e-commerce sites. This research also uses the SEM-PLS method with SmartPLS 3.0 Software. This type of research is descriptive - associative, with a quantitative approach that uses questionnaires and observations as primary data and books and journals as secondary data. The results showed a negative and significant value in the relationship of Perceived Risk to Trust and a positive and significant relationship in Trust to Perceived Benefits, Perceived Benefits on Purchase Intention, and Trust on Purchase Intention.