PERCEIVED RISK AND SECURITY IN CREATING ONLINE PURCHASING DECISION AT MARKETPLACE IN INDONESIA
(1) Universitas Negeri Medan
(2) Universitas Islam Bandung
(3) Unievrsitas Bina Darma
(4) Universitas WR. Supratman
(*) Corresponding Author
Abstract
Pembelian online telah menjadi tren saat ini. Banyak faktor yang memengaruhinya, termasuk persepsi risiko dan keamanan yang diterima konsumen saat berbelanja online. Tujuan artikel ini adalah untuk menganalisis pengaruh risiko dan keamanan yang dirasakan pada keputusan pembelian online mahasiswa. Sebanyak 150 mahasiswa sebagai responden yang merupakan konsumen dan telah berbelanja online di Lazada Indonesia. Mereka dipilih berdasarkan teknik purposive sampling dan kemudian dianalisis dengan metode analisis regresi linier berganda. Hasil analisis regresi adalah Y = 2,329 - 0,171 X1 + 0,459 X2 + e. Risiko dan keamanan yang dirasakan secara simultan memiliki pengaruh signifikan terhadap keputusan pembelian siswa di Lazada Indonesia (F = 27.937). Namun, secara parsial persepsi risiko memiliki nilai t negatif yang berarti tidak berpengaruh pada keputusan pembelian (t = -1.967). Sebaliknya, keamanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian siswa di Lazada Indonesia (t = 5,879).
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DOI: http://dx.doi.org/10.30998/jabe.v7i2.7553
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