Internet has a remarkable strength as a medium of Communications: it has the potential of democratizing communication, by allowing everyone with access to the web to share their thoughts easily. One of the outcomes of teclinology communication is a social network site (SNS). It provides a media wliere somebody can attempt their existence through customrzation on their personal pages and connects with other person all around the world. Thus, it creates a new way of socialization in human beings.
Jnterestingly, there is some development, independently rnade by the users themselves, to consider the main function of social nerworking website. Small Medium Enterprises (SME) in South East Asia, pointing Indonesia in this case. use social network site (SNS) as their online shop. However. mosi online shops havc not eamed profit yet because constuners pcrceived that online shop is riskier tlian traditional shop. Thus, online shop website should gain the relationship and trust with the consumers, because pervious research explained that in the end. trust associaled with consunier commitinent and loyalty would pursuit willingness to purchase.
This research used survey method to gather Information about website trust antecedence, website trust, and willingness to buy as the consequence of trust. To gather the primary data, this research used questionnaire and interview and used online joumal, books, magazines, and other theses as the secondary data sources. The population for the questionnaire-survey were consumers (whether they want to buy or not to buy the produet, also whether tliey are the online shop contacts or not) who accessed and have willingness to filied in and retumed back the questionnaire between November, la until 30u' November 2008, whereas the sampling technique of this research was non probability sampling method and used purposive or judgmental sampling technique with customer’s characteristic that ever been visit to Valere La Pena website and known multiply.com as social network site, and/or became a network in multiply.com. This survey method also used interview technique as qualitalive approach to enrich the data from the questionnaire.
The findings of this research show that al) the antecedents (seals of approval, website navigation, and transaetion security) significantly affected the website trust, where the website trust also significantly affected the willingness to purchase. This research also creates conchisions and suggestion for either managerial or further research.
