The using of internet technology in business field facilitates the online
product sales. There are many challenges and obstacles faced by
customers when they would like to buy product via online, for instance
the process of technology adoption, online crime activities, etc. This
situation creates customer doubtfullness and worries for engaging in
purchasing product via online. Trust plays significant role in affecting
customer intention to purchase products via online. The previous
research findings showed the antecedents of customer trust but those
findings only explained the phenomenon based on one single perspective
for example from the customer perspective, the technology
perspective, and the vendor perspective. The focus of this research is
analyzing the influence of vendor trustworthiness (ability, benevolence,
and integrity) towards individual features (customer trust) and
customer purchase intention. The research has been done in Surabaya
through questionairre survey design by using the customers who had
purchase product via online as the respondent. Structural equation
modelling is used to analyze the research data. The findings revealed
the antecendent of customer trust and its influence on customer online
purchase intention comprehensively.