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Tisia Priskila
Program Studi Manajemen Universitas Bunda Mulia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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PENGARUH KEPERCAYAAN DAN RISIKO TERPERSEPSI TERHADAP KEPUTUSAN PEMBELIAN DARING DENGAN HARGA TERPERSEPSI SEBAGAI VARIABEL PEMODERASI (STUDI KASUS PADA SHOPEE INDONESIA) Tisia Priskila
Business Management Journal Vol 14, No 2 (2018): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (934.805 KB) | DOI: 10.30813/bmj.v14i2.1471

Abstract

This study aims to determine the effect of trust and risk perception on online purchasing decisions and the influence of price perception as a moderator variable on trust, risk perception, and online purchasing decisions. The analysis method used is PLS-SEM (Partial Least Square-Structural Equation Modeling) with a sample of 100 respondents. The results show that trust has a positive effect on online purchasing decisions and perceived risk has a negative effect on online purchasing decisions. Perceived price as a moderating variable weakens the influence of trust on online purchasing decisions but it does not have an influence on the relationship between risk perception and online buying decisions.Keywords: trust, perceived risk, perceived price, purchase decision
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