ANALISIS PENGARUH PERSEPSI RISIKO, KUALITAS SITUS WEB, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE DI KOTA SEMARANG
Abstract: This study was
conducted to analyze the factors that affect consumers in the city of Semarang
in making purchasing decisions on e-commerce shopee. The independent variables
consist of perceived risk (X1), website quality (X2), and consumer trust (X3).
The dependent variable is the purchase decision (Y).In this study the sample
amounted to 100 respondents taken using accidental sampling technique. The
questionnaire test was done by semantic test analysis technique and statistical
test. Data processing is done by index number and multiple linear regression
analysis by fulfilling the classical assumption, R2 test and F test and t test.
The result of multiple linear regression equation is, Y = -0.127 X1 + 0,288 X2
+ 0,367 X3. The independent variable that has the most influence on the
dependent variable is variable consumer trust (0.367). R2 test results show
that the independent variables can only explain by 43% dependent variable. F
test results state that the model offered is feasible or fit. The result of t
test shows that perceived risk has negative effect and not significant on
purchasing decision, while website quality and consumer trust have positive
effect and significant to purchasing decision.
Keywords: perceived risk,
website quality, consumer trust, purchasing decision
Penulis: Latifah Zulfa, Retno
Hidayati
Kode Jurnal: jpmanajemendd180434
