Analysis of Trust Presence Within E-Commerce Websites: A Study of Indonesian E-Commerce Websites

The Internet has been widely applied in the process of buying and selling online, known as e-commerce. Lately, we are seeing substantial growth of e-commerce websites in Indonesia, namely e-marketplace, either in the form of Storefronts, e-Markets, or Virtual Communities. Unfortunately, conducting online transactions carries a negative perception, especially in terms of trust. This research was aimed to formulate a trust presence evaluation tool that is more inclusive of various perspectives in manner. We formulated such evaluation tool from 10 similar studies that were previously conducted. Furthermore, this research also strived to evaluate the portrayal of trust presence in Indonesian e-commerce websites. Through careful observation, we have evaluated trust presence in 100 of Indonesia's top e-commerce websites. The results of this study are the formulation our trust presence evaluation tool, which consists of 9 categories, 29 parameters and 93 indicators. This research also shows site security as the trust presence category that requires the most improvement. Furthermore, Storefronts and E-Markets exhibit trust presence substantially better than that of Virtual Communities.