PENGARUH KUALITAS KONTEN DAN FREKUENSI PENAYANGAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN PERSEPSI RISIKO SEBAGAI VARIABEL INTERVENING GARNETA STEEL DI SURAKARTA

Fahlevi, Rista Fani
Santosa Tri Prabawa
Ngaisah

Jurnal Ilmiah Edunomika (JIE)
Vol. 9 No. 3 (2025): EDUNOMIKA

This study aims to analyze the effect of content quality and exposure frequency on purchasing decisions with perceived risk as an intervening variable at Garneta Steel in Surakarta. The research approach used is quantitative with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through an online questionnaire distributed to 150 respondents who are consumers or potential consumers of Garneta Steel who have seen product advertisements. The results show that content quality and exposure frequency significantly affect perceived risk, and perceived risk significantly influences purchasing decisions. Furthermore, perceived risk is proven to mediate the effect of content quality and exposure frequency on purchasing decisions. Keywords: Content Quality, Exposure Frequency, Perceived Risk, Purchasing Decision