Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online Pada Konsumen Shopee Di Kota Bengkulu

Rini Rahmadhana; Sri Ekowati

doi:10.37676/ekombis.v10i2.2239

Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online Pada Konsumen Shopee Di Kota Bengkulu

Rini Rahmadhana Program Study of Management, Faculty of Economic, Universitas Muhammadiyah Bengkulu
Sri Ekowati Department of Management, Faculty of Economic, Universitas Muhammadiyah Bengkulu

DOI: https://doi.org/10.37676/ekombis.v10i2.2239

Keywords: Pengaruh Kepercayaan, Persepsi Risiko, Keputusan Pembelian

Abstract

This study aims to determine the effect of trust and risk perception on online purchasing decisions of shopee consumers in Bengkulu city; partially or simultaneously. There are two factors as the main focus of this study, including trust, and risk perception. The object of this research were 55 persons of shopee consumers in Bengkulu city. In this study used the method of collecting data through observation, distributing questionnaires or questionnaires. Data analysis techniques of this study used instrument tests, classical assumption tests, analysis of respondents' responses, multiple linear regression analysis, determinant coefficients, and also hypothesis testing. The results of this study showed that the trust variable has a positive and significant effect on online purchasing decisions of Shopee consumers. Similarly, risk perception has a positive and significant impact on online purchasing decisions of Shopee consumers. Simultaneously, trust and risk perception have a positive and significant impact on online purchase decisions for shopee consumers in Bengkulu city.

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Published

2022-07-12

How to Cite

Rahmadhana, R., & Ekowati, S. (2022). Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online Pada Konsumen Shopee Di Kota Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2), 629 -. https://doi.org/10.37676/ekombis.v10i2.2239

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Issue

Vol 10 No 2 (2022)

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Articles

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