Muhammad Rian Rais (2021).  “Analysis of Perceived Corporate Reputation, Perceived Corporate Size, Perceived Ease Of Use, Perceived Website Security Affecting Initial Trust and Its Impact on Buying Interest at Shopee Online Stores”

Research this has the purpose to assess and prove it empirically whether perceived corporate reputation , perceived corporate size , perceived ease of use , and perceived website security impact of the interest to buy the consumer in the store online Shopee with initial trust as variable intervening. Using quantitative methods with techniques purposive sampling . The samples are used as many as 100 people in Banjarmasin who know about Shopee and visit the website Shopee . Using analysis technique Structural Equation Modeling (SEM) based on Component or Variance - Partial Least Square (PLS) . The results of the research indicate if the perceived corporate reputation , perceived corporate size does not affect positively and significantly to the initial trust . However, there is the effect that a positive and significant between perceived ease of use , and perceived website security against the initial trust . As well there is the effect that a positive and significant between the initial trust as variable intervening against the interest to buy

Keywords : perceived corporate reputation, corporate perceived size, perceived

ease of use, perceived website security, initial trust, buying interest .