Customer E-Trust of E-Commerce: The Study of Appeal Colour and Website Design

E-commerce brands are known by consumers today more easily, in line with efforts to use brand identity through colour and website design. The study of the phenomenon then conveyed the objective of the research to observe the effect of color selection and website design implementation on user e-trust, as well as evaluation on purchase intention. This study is a quantitative study with survey data to 490 e-commerce users. Data from users were collected through questionnaires distributed online. Data were tested using a path analysis approach according to the research hypothesis design. Statistical data processing tools using SmartPLS are in line with the research hypothesis model. The results of data processing found a positive relationship between appeal color and website design on e-trust of e-commerce users. Furthermore, the impact of consumer e-trust on purchase intention through e-commerce is known. It is important to examine the identity of color and website design in e-commerce as part of the e-commerce strategy known to the market.