PENGARUH PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN ONLINE (STUDI PADA PENGGUNA SITUS BELANJA ONLINE TOKOPEDIA DI SAMARINDA)

Pebri Ari Ramadhan1 Robin Jonathan Rina Masitoh Hariyadi

Abstract


Tokopedia is an online marketplace that allows every individual and business owner in Indonesia to open and manage their online store easily and conveniently. The problem in this research is that there are risks that must be borne in online purchases. The problem in this study is whether perception factors have a risk of influencing online purchasing decisions.

The purpose of this study was to determine the effect of perceived risk on online purchasing decisions (a study on users of the Tokopedia online shopping site in Samarinda. The theory used in this research is e-commerce, marketplaces, consumer behavior, consumer decision-making processes, and risk perception.

The research population is the general public of Samarinda city who usually shop online at Tokopedia e-commerce with a sample of 100 respondents using a purposive sampling method.

The results of this study indicate that the variables of performance risk, financial risk, psychological risk, and time risk have a significant effect on online purchasing decisions at Tokopedia e-commerce. From the results of multiple regression, the following equation is obtained Y = 0.552 - 0.482 X1 + 0.611 X2-0.403 X3-0.422 x4+ ε which means that the variables of performance risk, financial risk, psychological risk, and time risk have a significant effect on online purchasing decisions in e-commerce commerce Tokopedia.


Keywords


Perceived Risk, Performance Risk, Financial Risk, Psychological Risk, and Time Risk

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References


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DOI: https://doi.org/10.31293/jma.v12i3.7494

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