ABSTRACT : This study aims to develop and explore the influence of online store image and online shopping on the risks of online stores, in addition to the risks to online customer satisfaction and purchase intention in customers. The con-tribution to this research is expected to provide information on marketing management science and positive market-ing strategies related to risk in online stores in Indonesia. In this study, survey data collection with online question-naires was conducted in Jakarta, Indonesia in July 2021. The selection of respondents using the purpose of the sam-pling method. The sample of this research is millennial employees in Jakarta, Indonesia. Data analysis used factor analysis and Structural Equation Modeling (SEM). The results of this study are the image of online stores and online shopping experience have positive and negative effects on financial risk, security risk, and privacy risk. In addition, financial risk, security risk, and privacy negatively affect online customer satisfaction and purchase intention.

KEYWORDS -online store image, online shopping experience, perceived risk, online customer satisfaction, purchase intention.