Exploring the impact of customer trust, perceived risk, and user convenience on the online purchase intention of Indonesian local food specialties

The rise of digital media has facilitated Micro, Small, and Medium Enterprises (MSMEs) in promoting their products more effectively. For Indonesian local food specialties, which are mostly produced by MSMEs, it becomes essential to understand the factors that shape consumers’ online purchase intention. This study aims to examine the influence of Trust, Perceived Risk, and User Convenience on consumers’ Online Purchase Intention toward Indonesian local food specialties. The variables Trust and Perceived Risk were selected because consumers’ inability to directly inspect products as they would in offline stores often leads to hesitation when making purchase decisions, particularly for perishable food products. Meanwhile, User Convenience was included to assess whether the ease of accessing and using online systems could play a greater role in influencing consumers’ intention to purchase. The results from the SEM-PLS analysis show that Trust and Perceived Risk have significant influences, while User Convenience shows no significant relationship with Online Purchase Intention.