Pengaruh kepercayaan terhadap minat beli yang dimediasi oleh persepsi risiko pada toko online Shopee
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Hardiyanti, Denada Nur
Subject
HB Economic Theory
Datestamp
2020-02-14 08:19:42
Abstract :
ABSTRACT This study aims to analyze the effect of the trust variable on buying interest mediated by risk perception in Shopee Online Stores. Class 2016-2017 students of the Faculty of Economics and Business, University of Wijaya Kusuma Surabaya, which became the population in this study. In this study used 100 people as samples. In this study a non-random sampling method was used, with the procedure of determining the sample with certain considerations. In this research the data analysis technique uses Multilevel Regression analysis which is operated through the SPSS program and Sobel Test with the help of a website. The results of this study indicate that the trust variable has a significant effect on risk perception in Shopee online stores. Variable risk perception significantly influence buying interest in Shopee online stores. The trust variable has a significant effect on buying interest in Shopee online stores. And the trust variable has a significant effect on buying interest mediated by risk perception. Keywords: Trust, Risk Perception, Purchase Interest.
ABSTRACT This study aims to analyze the effect of the trust variable on buying interest mediated by risk perception in Shopee Online Stores. Class 2016-2017 students of the Faculty of Economics and Business, University of Wijaya Kusuma Surabaya, which became the population in this study. In this study used 100 people as samples. In this study a non-random sampling method was used, with the procedure of determining the sample with certain considerations. In this research the data analysis technique uses Multilevel Regression analysis which is operated through the SPSS program and Sobel Test with the help of a website. The results of this study indicate that the trust variable has a significant effect on risk perception in Shopee online stores. Variable risk perception significantly influence buying interest in Shopee online stores. The trust variable has a significant effect on buying interest in Shopee online stores. And the trust variable has a significant effect on buying interest mediated by risk perception. Keywords: Trust, Risk Perception, Purchase Interest.
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