<![CDATA[This study aims to determine the effect of trust and risk on purchasing decisions using the Shopee Pay later payment method on Management students of the Faculty of Economics, Tribhuwana Tunggadewi University, Class of 2021. This study uses a quantitative approach with a multiple regression design. The study population consisted of 246 students, with sampling using the Slovin formula, which resulted in 100 respondents. The sampling technique used was non-probability sampling through purposive sampling. The variables tested were trust (X1) and risk (X2), which are expected to influence purchasing decisions (Y). Data were analyzed using multiple regression to test the simultaneous and partial effects between independent variables (trust and risk) on the dependent variable (purchase decision). The F test was used to partially test the simultaneous impact, and the t-test was used to test each independent variable's effect. The results of the F test show that the f count value of 12.130 is greater than the f table of 3.940 with a significance value of 0.000 (<0.05), which indicates that trust (X1) and risk (X2) have a positive and significant effect on purchasing decisions. Partially, the results of the t-test show that trust (X1) and risk (X2) each have a positive and significant impact with a significance value of 0.000 (<0.05), so H1 and H2 are accepted. Based on the research results, trust (X1) and risk (X2) positively and significantly affect students' purchasing decisions, with trust as a dominant factor. This research contributes to understanding the factors that influence purchasing decisions, which can be used as a reference for business actors in designing more effective marketing strategies.]]>
Copyrights © 2025
