The development of e-commerce in Indonesia is very rapid, it is seen from the number of internet users has reached 93.4 million people in 2015, making Indonesia the potential to develop e-commerce. Based on Kemkominfo’s information, at the end of 2015 the business value of e-commerce homeland was predicted to be around USD 18 billion. In 2020, the volume of e-commerce business in Indonesia is predicted to reach USD 130 billion with a growth rate of approximately 50 percent per year. More advanced e-commerce affects the pattern of buying and selling what was once conventional slowly turning to online trading. Online Business people in carrying out trading activities will not be separated from understanding symbols done in building trust. Building this trust can be reached through steps as follows: the testimony of satisfied buyers with the sold goods, both in terms of quality, price and size. There is also endorsed intervene to improve the online rating shop that is considered as an online shop that has been known and promote the product by advertisement. Buying and selling online is very closely on the exchange of symbols used to build trust.
