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studies have been conducted by the Moliner 2007 on the tourism industry in Spain, where the dimensions of customer perceived value used
is the functional value of service quality, price and professionalism then the dimensions of emotional value and social value dimension. Kim
2008 the adopting model research of Oliver 2007 conducted a study on e-commerce perceived value, dimensions used are perceived service
quality, product quality and perceived perceived price fairness.
6. Definition of Consumer Trust
According to Morgan and Hunt 1999, the Trust is defined as the level of integrity, honesty and competence of one party against the other
party, confidence on exchange partners reliability and integrity. Trust usually viewed as a critical element of being able to keep the
relationship in the future, in this case the customer relationships with service providers. Then Morgan and Hunts 1994: 23 in Helen wong et al.
2012 gives the sense of out Trust when one party has confidence in an exchange partner is reliability and integrity, trust arises if someone feel
confident against the other party in terms of reliabilities and integrity. Thus the trust arises if a person or a company able to show something
good sake that can convince someone to be his ability and integrity. In the sense, Adidam et al 2004 have almost the same thinking. In
Helen wong 2012 explained that u.s. trust confidence conceptualized in an exchange partners reliability and integrity new basing on personal
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experience as an individual has hisher ad with the institution, the concept of trust as a belief of ability and integrity shown by co-workers based on
someones experience of the institutions or their home institution. Next on his research, Chaudari and Holbrook 2001: 82, Morgan
and Hunt 2004 back to affirm that Trust is a desire of most consumers to trust the ability of a particular brand to be able to deliver its performance
in accordance in what it should be or according to what he had promised. Trusts can also be interpreted as a goodwill and willingness from
consumers to take risks, to which goodwill is built from previous experience, and Trust is the expectation of a positive outcome, expressed
by Deutsch 1979 in Afzal, et. Al. 2011: 45. While the willingness is the desire of consumers to face the risks, that may be associated with receipt
of the brand that will be consumed, lau and Lee, 1999, in the Suliyanto 2011: 2.
Emphasized by the Doney and Cannon 1992 says that consumer Trust is very relevant to the situation which is full of uncertainty where the
larger brand differentiating in the similar products. Garbarino and Johnson 1999, 71 says that consumer trust can arise as a belief of the honesty and
integrity of the seller, which may be reflected in the attitude of the personnel of the seller Crosby, et. al, 1990.
In his research, Ching-Hsien, et. Al. 2002: 2 says that will happen because the trusts consumers initiative themselves to further believe with
what is offered by a brand. Where the trust would reduce the sense of
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uncertainty, not only because consumers know that the brand deserves to be trusted, but reliable, secure and honest in expressing the contents of
products that are sold, as quoted from Arnjun and Morris 2001. In fact added by Doney and Cannon 1997 s consumers Trust can be created and
built through the consumer experience in doing such consumption activities, starting from the process of introduction to the brand.
In the end, its consumers trust of research results and Garbarino Johnson 1999: 72 can be viewed as a major component in the
relationship relationship between the seller and the buyer Berry, 1995, Dwyer, 1987, Morgan and Hunt, 1994.
However it should be noted also thats consumers trust by Kabadayi and Alan 2012: 82 cited from Casalo 2007 can be viewed as
a cognitive component, because it can be an encouragement to its purely emotional. Where the emotional impetus can arise from complacency after
the previous purchases Anderson and Narus, 1990, Afzal, 2011: 45 Andreas Eggert 2002 distinguish perceived between value and
customer satisfaction by saying that perceived value can be measured as the cognitive variable, while the customer satisfaction can be assessed as
variable relating to affective; perceived value is ArcGIS measured a s a cognitive variable, customer satisfaction is ArcGIS measured as an
affective variable, whereas Zeithaml 2008:18 saying that perceived value is consumer to the overall assessment of the usability of a product may be
granted based on the perception of the ole what is accepted and what is
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issued to obtain the products consumers Perceived value as the overall assessment of the utility of the product based on perceptions of what
received and what is given. While Helen Wong 2012 outlines that a trustworthy party is one
that is considered reliable and has high level of integrity and the associated qualities, belief is a considered a high reliability and integrity with regard
to quality. Casalo et al. cited by Helen Wong 2007: 82 defines trust as
cognitive component, which may induce emotional response, including cognition components insidereponses emotionally. As well as related to
the experience of the brand, or a product like that is to say by the Doney and Cannon, 1997 in Helen Wong 2007: 82 that the Trust can be
Created and developed by direct experiences of consumers via the brands, trust can be in shape by the direct experience of the customer. By doing it,
so can be said that trust is related to someones beliefs against reliabilities and integrity shown by a person or a product or company.
Afzal 2010 explains that Consumer trust is a variable that generate
s the consumers‟ commitment. Particularly high involvement situation In which its effect is strong in assessment as a whole
contentment; Morgan and Hunt 1994 cited by Chaudhuri and Holbrook 2001: 82 gives the sense of trust as the willingness of the average
consumer to rely on the ability of the brand to perform its stated function,
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the desire for the average consumer to the ability shown by the brand or company.
Doney Cannon, 1992, Ching-Hsien, et al 2002 in Chaudhuri and Holbrook 2001: 81 says that trust also relevant situation in
uncertainty economic situation, when greater brands versus lesser differences among brands occur. The Trust also has to do with the
situation of uncertainty, when well-known brands are dealing with other brands.
Benefit from the emergence of consumer confidence are reducing uncertainty, so that consumers can reduce spending and reduce the time to
a sense of uncertainty as it is pointed out by Arjun and Morris, 2001 in Kabadayi and Alan 2012: 2 The Trust can reduce economic uncertainty,
because the customer not only knows that brand can be worth trusting, but also thing that dependable, safe and honest consumption scenario.
AndersoNorus 1990 and strengthen said that trust is feeling about satisfaction because of its ability to moderate risk in the buying
process, meaning that if a person believing in a product then feeling satisfied should appear as a loss of severely screwing things will have risk
of loss from the purchase of the item.
7. Definition of Customer Commitment
