Internet users is growing rapidly. This causes a lot of entrepreneurs who founded his business with online-based method, one of these is the online travel business. Market demand for very large presence online travel because it can ease their way to where they are heading. The purpose of this study is to determine the effect of uncertainty, perceived dependability, privacy policy, to the perceived risk and its influence on willingness to buy online.
The object of this research is an online travel Nusatrip. The data in this study were collected by distributing questionnaires to consumers who have visited Nusatrip but has never made the purchase on this site. This research is descriptive quantitative research with 126 respondents were collected by convenience sampling method.
Results of this study indicate there are four variables that proved significant and supported by data, 1) behavioral uncertainty positive effect to perceived risk, 2) perceived dependability negative effect to perceived risk, privacy policy negative affect to perceived risk and perceived risk negative affect to willingness to buy. Then, there is one variable is not significant and is not supported by the data, that is branding uncertainty to the perceived risk.
Keywords: Uncertainty, Perceived Risk, Willingness To Buy, Online, Travel.