Pengaruh perceived risk dan trust terhadap online purchasing behavior pada konsumen shopee di Surabaya

Sugiharto, Morena Vallita (2018) Pengaruh perceived risk dan trust terhadap online purchasing behavior pada konsumen shopee di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan Penelitian ini untuk menganalisis pengaruh persepsi risiko (perceived risk) dan kepercayaan (trust) terhadap sikap dan niat beli konsumen (online purchasing behavior) e-commerce Shopee di Surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel menggunakan non probability sampling dengan cara purposive sampling. Sampel yang digunakan sebesar 150 responden. Data dikumpulkan dengan instrumen kuesioner dan selanjutnya diolah dengan teknik analisis Struktural Equation Model (SEM) dengan menggunakan program Lisrel 8.70. Hasil penelitian ini menunjukkan bahwa variabel type of internet marketing strategy berpengaruh negatif dan signifikan terhadap variabel perceived risk. Variabel privacy concern berpengaruh positif dan signifikan terhadap variabel perceived risk. Variabel perceived risk berpengaruh negatif dan signifikan terhadap variabel trust dan variabel online purchasing behavior. Variabel trust berpengaruh positif dan signifikan terhadap variabel online purchasing behavior.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Type of internet marketing strategy, privacy concern, Perceived risk, trust, online purchasing behavior
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Morena Vallita Sugiharto
Date Deposited: 13 Aug 2018 06:55
Last Modified: 13 Aug 2018 06:55
URI: http://repository.wima.ac.id/id/eprint/15822

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