<![CDATA[Abstrak – Perkembangan teknologi informasi telah mendorong pertumbuhan perdagangan elektronik (e-commerce) di Indonesia, sehingga meningkatkan minat masyarakat untuk melakukan transaksi melalui aplikasi belanja online. Penelitian ini bertujuan menganalisis pengaruh perceived risk, perceived ease of use, perceived usefulness, dan trust terhadap behavioral intention pengguna aplikasi belanja online Blibli.com pada masyarakat perkotaan di Provinsi Kalimantan Timur. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 161 responden yang dipilih menggunakan teknik accidental sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa perceived risk, perceived ease of use, dan perceived usefulness berpengaruh positif dan signifikan terhadap trust. Selain itu, perceived risk berpengaruh negatif dan signifikan terhadap behavioral intention, sedangkan perceived ease of use, perceived usefulness, dan trust berpengaruh positif dan signifikan terhadap behavioral intention. Temuan ini menunjukkan bahwa peningkatan kemudahan penggunaan, manfaat yang dirasakan, dan tingkat kepercayaan pengguna mampu meningkatkan minat masyarakat menggunakan aplikasi Blibli.com, sedangkan persepsi risiko yang tinggi cenderung menurunkan minat penggunaan. Penelitian ini memberikan kontribusi empiris terhadap pengembangan Technology Acceptance Model (TAM) pada konteks e-commerce di Indonesia serta menjadi masukan bagi penyedia layanan digital dalam meningkatkan kualitas layanan dan kepercayaan pengguna. Kata kunci: niat perilaku; persepsi kemudahan penggunaan; persepsi risiko; persepsi kegunaan; kepercayaan; Abstract - The rapid development of information technology has accelerated the growth of electronic commerce (e-commerce) in Indonesia and encouraged consumers to conduct online shopping activities. This study aims to analyze the effects of perceived risk, perceived ease of use, perceived usefulness, and trust on the behavioral intention of Blibli.com users in urban areas of East Kalimantan Province. A quantitative survey approach was employed involving 161 respondents selected through accidental sampling. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software. The findings reveal that perceived risk, perceived ease of use, and perceived usefulness have positive and significant effects on trust. Furthermore, perceived risk has a negative and significant effect on behavioral intention, whereas perceived ease of use, perceived usefulness, and trust positively and significantly influence behavioral intention. These findings indicate that improving system usability, perceived usefulness, and user trust can enhance consumers' intention to use Blibli.com, while higher perceived risk tends to reduce their intention. This study contributes to the empirical development of the Technology Acceptance Model (TAM) in the Indonesian e-commerce context and provides practical recommendations for digital commerce providers to improve quality and customer trust. Keywords: behavioral intention; perceived ease of use; perceived risk; perceived usefulness; trust;]]>
