<![CDATA[ABSTRACT The purpose of this research is to find out the effectiveness of trust, price, quality and perceived risk toward consumer purchase behavior on online shops Instagram. The method of analysis is using the multiple regression analysis method. The statistical population of this study is online shop’s consumers that using Instagram as their media to find the goods they were looking for by visiting several online shops Instagram account. The samples collected are 107 data in form of questionnaire. Multiple regression analysis was conducted using SPSS software. The result shows that price (X1), price (X2), quality (X3), and perceived risk (X4) had a significant result toward consumer purchase behavior (Y), simultaneously. But partially, only price (X2) had a significant effect toward consumer purchase behavior (Y). Trust (X1), quality (X3) and perceived risk (X4) had no significant effect toward consumer purchase behavior (Y), partially. Keywords: Trust, Price, Quality, Perceived Risk, Consumer Purchase Behavior, Online Shop]]>
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