Trust plays an important role in the stimulus. Security and reliability are all factors of the trust in the online context (Alshibly, 2015). Trust is considered to be the most important key to stimulate online purchasing power as it affect an individual’s intention to make a purchase. Individual perceptions of its security in online transactions are very influential on individual intentions and they are very careful with this. Thus, a secure network access can increase an individual’s desire to do online transaction (Akman & Mishra, 2017). According to Ashraf, Thongpapanl, & Auh (2014) one of the reasons consumers are using the internet, but do not make a purchase online is the lack of trust that is given by the seller. As a result, the lack of trust felt by consumers means that seller must attract more consumers to increase online transactions, the service that the seller gives to the consumer should be able to leave an impression to the consumer that the seller is honest to their customers and care about what the consumer needs. According to Akman & Mishra (2017) build trust to consumers is the main requirement to develop new relationships related to the security, confidentiality, and integrity, especially in the online context.

In a world of online transactions, trust is certain to be one of the factors that makes consumers decide to buy and make the purchase again. Trust here not only gets involved with seller among consumers, but also among consumers with the computer system when consumers perform a transaction. So, trust has a significant impact towards consumer confidence towards the seller, especially when the business is B2C or Business to Consumer, therefore trust becomes one of the certain factor of the success of an e-commerce. Especially when doing a transaction online which consumer cannot see and hold the items they will buy directly, so that required the existence of a trust from the consumer to the seller, then consumers will be more confident to conduct transactions (Hsu, Chang, & Chen, 2012). Trust must be able to reach consumers expectations that this latest development can be trusted and reliable (Ashraf, Thongpapanl, & Auh, 2014).

The image of a great company can expand an individual’s knowledge about the products and services offered by the companies, because it increases the curiosity of consumers, and reduce consumers doubt when deciding to purchase a product from companies that have a good image. Sturdy or not a company’s image can be assessed from the purchase repeatedly committed by individuals, and as more and more individuals who do this will also increase the image that can be built by the company and with this the company can increase the trust and the purchase intention of individuals towards the products and services offered by the company. Described by Lee (2012:180) which includes indicators of trust is first, the consumer will need to provide personal information for online transaction, this personal information can be misused by third parties for marketing promotions. Second, consumers typically need to provide bank account information or credit card to make payments, therefore consumers will worry about the existence of fraud or lack of data security. Lastly, consumers also have concerns with the quality of the product because consumers can not directly see and touch of physical product they bought.