PENGARUH PERCEIVED RISK TERHADAP ONLINE PURCHASE BEHAVIOR PADA APLIKASI SHOPEE DI SURABAYA

Authors

Novianty Aquarista Universitas Airlangga

DOI:

https://doi.org/10.31539/costing.v8i3.7949

Keywords:

Perceived Risk, Online Purchase Behaviour, Online Purchase Intention, Shopee Indonesia

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis kaitan antara unsur dari purchase intention dan purchase behavior dalam memahami pengaruh elemen-elemen dari perceived risk (financial risk, product risk, security risk, time risk, social risk, psychological risk) terhadap online purchase behavior melalui online purchase intention di Shopee Indoneisa. Penelitian ini menggunakan metode kuantitatif dengan menggunakan pendekatan Partial Least Square (PLS). Smart Partial Least Square (PLS) untuk menguji hubungan antara variabel dependen dan variabel independen. Pengujian yang dilakukan adalah melalui pengukuran outter model dan inner model. Hasil penelitian ini diketahui bahwa Financial Risk, Social Risk, Psychologic Risk berpengaruh signifikan terhadap Online Purchase Intention. Kemudian diketahui bahwa Produk Risk, Security Risk, dan Time Risk tidak berpengaruh signifikan terhadap Online Purchase Intention. Dan terakhir diketahui pula bahwa Online Purchase Intention berpengaruh signifikan terhadap Online Purchase Behaviour. Di Shopee Indonesia.

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