ABSTRAKPembelanjaan melalui internet terus meningkat dari tahun ke tahun, pada awalnyapembelanjaan online didominasi oleh produk – produk kategori search productseperti buku dan CD, yang menarik dalam perkembangannya produk apparelyang tadinya dianggap experience product dengan kategori resiko tinggimeningkat dengan sangat pesat di beberapa tahun terakhir. Selain dari alasantersebut penelitian yang mendalami mengenai kaitan antara trust dan perceivedvalue dalam internet marketing masih sangat terbatas. Berdasarkan alasan –alasan tersebut yang membuat topik ini jadi menarik untuk diteliti. Hasil daripenelitian ini menunjukkan bahwa tidak banyak kriteria persis yang berlaku samauntuk kedua tipe produk / website ini, diantaranya penelitian ini menemukanbahwa kesamaan pada keduanya dimana perceived value meningkatkan purchaseintention pada keduanya, Perceived risk tidak memberikan pengaruh negatifterhadap purchase intention bagi kedua tipe produk / website, Pengaruh trust danmoderasi trust ternyata tidak mempengaruhi secara signifikan, sedangkan pleasuremerupakan faktor yang sangat penting bagi kedua buah situs web. Hasil lebihlanjut ada dalam pembahasan tesis ini.

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ABSTRACTInternet shopping is continue to rise significantly each year, in the beggining,online shopping is dominated by products in search category such as books andCD’s, what interesting is in the last few years one of the most increasing numberof products purchased online are clothing products, an experience product that isconsidered high risk for online purchase, along with that reason is the fact thatresearch about value and perveived trust in internet shopping is very limited, thisis several reasons why it is interesting to conduct this research and compare thetwo products / website between books and clothing. The findings shows that notmany criteria that can be applied generally to both products / website. Amongthem are perceived value, perceived value do have a significant impact onincreasing purchase intention. Perceived Risk turns out to be not negativelyimpact purchase intention for both products / website. The role of trust doesn’tgive a significant impact in this model. And there are a strong evidence thatpleasure have a significant effect on both of the product category, and alsodirectly influence purchase intention for clothing product. Results and thecomplete finding of this research can be read in the full paper of this Thesis.