Penelitian ini bertujuan untuk menganalisa dan memahami bagaimana niat konsumen untuk berbelanja online di marketplace Tokopedia. Penelitian ini menganalisis pengaruh trust, service quality, utilitarian value, attitude toward online shopping, dan subjective norm terhadap purchase intention pelanggan Tokopedia di DKI Jakarta. Jenis penelitian ini adalah kuantitatif dengan sampel penelitian diambil dari individu yang pernah berbelanja di Tokopedia, dan berdomisili di DKI Jakarta. Instrumen penelitian ini menggunakan kuesioner dengan total 205 kuesioner valid yang dikumpulkan oleh peneliti. Analisis data diolah dengan menggunakan SEM dengan software AMOS untuk olah data. Hasil dari penelitian ini menemukan bahwa trust dan utilitarian value mempunyai pengaruh yang positif signifikan terhadap attitude toward online shopping. Kemudian service quality, attitude toward online shopping, dan subjective norm mempunyai pengaruh  positif signifikan terhadap purchase intention. Variabel attitude toward online shopping mampu memediasi variabel trust dan utilitarian value terhadap purchase intention. Keterbatasan pada penelitian ini adalah responden yang dikumpulkan hanya yang pernah berbelanja di Tokopedia dan berdomisili di DKI Jakarta. Implikasi teoritis dalam penelitian ini memberikan kontribusi bahwa variabel attitude toward online shopping dapat dipelajari sebagai variabel mediasi untuk penelitian lebih lanjut. Implikasi manajerial dalam penelitian ini memberikan masukan kepada industri dan manajemen internal marketplace Tokopedia.

Kata Kunci: trust, service quality, utilitarian value, attitude toward online shopping, subjective norm, purchase intention

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