ANALISIS KEPERCAYAAN DAN PERSEPSI RISIKO PRODUK TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI E-COMMERCE
Keywords:
trust, purchase decision, product risk prespective, ecommerce, kepercayaan, keputusan pembelian, persepsi risiko produkAbstract
Pengguna internet di Indonesia mengalami peningkatan yang pesat. Berkembangnya internet memilki dampak yang cukup signifikan terhadap pola perilaku masyarakat. Tokopedia merupakan salah satu e-commerce yang memiliki perkembangan pesat. Penelitian ini memiliki tujuan untuk melihat efek moderator persepsi risiko produk terhadap pengaruh kepercayaan pada keputusan pembelian online di situs e-commerce Tokopedia. Data yang digunakan dalam penelitian ini menggunakan data yang bersumber dari Katadata Insight Center (KIC) yang berjudul E-commerce Mapping 2018. Data ini digunakan peneliti untuk menentukan besaran jumlah sampel berdasarkan klaster pembagian wilayah.Penelitian ini menguji efek moderator dengan metode Moderated Multiple Regression (MMR). Jumlah sampel dalam penelitian ini sebanyak 96 responden. Metode survei dengan pembagian kuesioner secara online melalui google form yang digunakan dalam penelitian ini untuk melakukan pengambilan sampel. Metode pengambilan sampel menggunakan non- probability sampling. Data penelitian dianalisis dengan menggunakan Moderated Multiple Regression (MMR). Hasil penelitian ini menunjukkan bahwa variabel kepercayaan memiliki pengaruh yang signifikan terhadap keputusan pembelian. Persepsi risiko produk akan selalu ada dalam transaksi jual beli secara online. Persepsi risiko produk ditemukan memiliki pengaruh yang negative serta signifikan terhadap kepercayaan dan keputusan pembelian secara online. Penelitian selanjutnya dapat memperluas cakupan penelitian mulai dari lokasi/ wilayah, jenis e-commerce maupun lintas generasi karena dapat dimungkinkan adanya temuan yang baru.
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