PENGARUH TRUST, PERCEIVED RISK, DAN KEAMANAN KONSUMEN TERHADAP MINAT BELI ONLINE PADA TOKOPEDIA (Studi Kasus Pada Pengguna Tokopedia Di Kota Malang)

Sari

ABSTRAK

Tujuan dari riset ini yakni melihat bagaimana minat beli pada Tokopedia dipengaruhi oleh trust, perceived risk, dan keamanan. desain riset kuantitatif yang melibatkan strategi yang menggunakan kuesioner dan dokumentasi. Partisipan dalam riset ini yakni pengguna Tokopedia di Kota Malang. Incidental sampling digunakan dalam riset ini. Hasil riset menunjukkan bahwa variabel minat beli (Y) dipengaruhi secara parsial oleh variabel Trust (X1) dan Keamanan (X3).Sedangkan variabel Perceived Risk (X2) tidak berdampak terhadap minat beli(Y). Temuan uji F, Variabel Minat beli (Y) secara simultan berdampak singnifikan terhadap trust, perceived risk, dan keamanan konsumen degan F _hitung sebesar 11,052 dengan nilai singnifikansi sebesar 0,000<0,05.

Kata Kunci : Trust, Perceived risk, Keamanan Konsumen, dan Minat Beli

ABSTRACT

The aim of this research is to see how buying interest on Tokopedia is influenced by trust, risk perception and security. quantitative research design involving strategies that use questionnaires and documentation. Participating in this research were Tokopedia users in Malang City. Incidental sampling was used in this study. The research results show that the purchase interest variable (Y) is partially influenced by the Trust (X1) and Security (X3) variables. Meanwhile, the Perceived Risk variable (X2) has no impact on purchase interest (Y). F test findings, the Variable Purchase Interest (Y) simultaneously has a significant impact on consumer trust, risk perception and security with a calculated F of 11.052 with a significance value of 0.000<0.05

Keywords: Trust, Perceived risk, Consumer Security, and Purchase Intention