The aim of this research was to know if there is an influence of risk, price, technology perception towards the interest in purchase of shopping via online and consumer trust on students of Economy Faculty University of Kuningan.The method of this research was descriptive and correlational, the population of this research is 757 consumers. the sampling technique used proportionate random sampling, with total of 262 respondents with slovin formula. Questionnaire are the methods for colleting the data. In analyzing the data, path analysis is applied. The result of data processing showed that trust mediate the influence of risk, price, and technology perception towards the interest in purchase of shopping via online, while the risk perception did not have an influence on the interest in purchase of shopping via online, and the price perception, the technology perception, consumer trust had an influence on the interest in purchase of shopping via online. The conclusion obtained was the higher consumer trust, the more increase the interest in purchase of shopping via online, even though there will be a possibility high level of risk, the higher price to pay off, and the use of technology. The suggestion in this research was if we want to start an online business, we needed to give trust to consumers, because from the research findings, trust had a great influence on the interest in purchase of shopping. For consumers, if we want to shop in one of online store sites, pick the one that safe and trusted, be a smart consumer in choosing trustworthy online store sites.
Key words: Risk Perception, Price Perception, Technology Perception, Consumer Trust, and Interest in Purchase.