Pengaruh Kualitas Pelayanan, Kepercayaan Dan Persepsi Resiko Terhadap Keputusan Pembelian Pada E - Commerce Shopee (Studi Kasus Pada FEB Angkatan 2017 Unisma)

Abstract

Abstract

This study aims to determine and analyze the effect of service quality, trust, and risk perception on purchasing decisions on e-commerce shopee. This research is a type of explanatory research, with a quantitative approach. The analytical method used is multiple linear regression analysis. The sample used in this study using the Slovin formula with purposive sampling technique obtained 87 respondents.

The results of this study indicate that partially there is a significant influence between service quality on purchasing decisions, trust has a significant effect on purchasing decisions, risk perception has a significant effect on purchasing decisions of Unisma Malang students.

 

Keywords : Service Quality, Trust and Risk Perception