<![CDATA[Abstract—This study aims to determine the effect of utilitarian values, hedonic values, privacy, trust, attitudes and shopping intentions of Tokopedia e‐commerce consumers in Kotawaringin Timur (Sampit). This study used a purposive sampling approach using sampling according to predetermined characteristics. The characteristics of the sample population in this study are people who live in Kotawaringin timur(Sampit), aged at least 17 years, and have purchased goods via e‐commerce Tokopedia in the last 6 months 3 times, the number of respondents in this study were 300 people. This study uses SEM (Structural Equation Model) analysis using SPSS 24 and AMOS 24 to test the measurement and structural models. The results of this study indicate that three of the five hypotheses are not supported. The supported hypotheses are the effect of utilitarian value on attitude toward online shopping, trust toward attitude toward online shopping, and attitude toward online shopping toward shopping intention. While the unsupported hypothesis is the effect of hedonic value on attitude toward online shopping and privacy toward attitude toward online shopping. Keywords: utilitarian, hedonic, privacy, trust, shopping intention Abstrak—Penelitian ini bertujuan untuk mengetahui pengaruh utilitarian value,hedonic value, privacy, trust, terhadap attitude dan shopping intention pada konsumen e‐commerce Tokopediadi Kotawaringin Timur (Sampit). Penelitian ini menggunakan pendekatan purposive sampling dengan menggunakan pengambilan sampel sesuai dengan karakteristik yang telah ditetapkan. Karakter populasi sampel dari penelitian ini adalah masyarakat yang berdomisili di Kotawaringin Timur (Sampit), berusia minimal 17 tahun, serta pernah membeli barang melalui e‐commerce Tokopedia dalam waktu 6 bulan terakhir sebanyak 3 kali, jumlah responden dalam penelitian ini adalah sebanyak 300 orang. Penelitian ini menggunakan analisi SEM (Structural Equation Model) dengan menggunakan SPSS 24 dan AMOS 24 untuk melakukan pengujian model measurement dan structural. Hasil penelitian ini menunjukkan bahwa tiga dari lima hipotesis tidak terdukung. Hipotesis yang terdukung yaitu pengaruh utilitarian value terhadap attitude toward online shopping, trust terhadap attitude toward online shopping, dan attitude toward online shopping terhadap shopping intention. Sedangkan hipotesis yang tidak terdukung yaitu pengaruh hedonic value terhadap attitude toward online shopping dan privacy terhadap attitude toward online shopping. Kata kunci: utilitarian, hedonic, privacy, trust, shopping intention]]>
