Pengaruh Perceived Ease Of Use Dan Perceived Risk Terhadap Keputusan Pembelian Dengan Trust Sebagai Variabel Mediasi (Studi Pada Mahasiswa Kota Malang)

Abstract

Abstract

The development of information technology has encouraged the growth of e-commerce and changes in consumer behavior in conducting transactions through marketplaces. This study aims to analyze the effect of perceived ease of use and perceived risk on purchase decisions with trust as a mediating variable among students in Malang City. This study uses a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 160 respondents who are Tokopedia marketplace users selected using purposive sampling. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results show that perceived ease of use has a positive and significant effect on trust and purchase decisions. Meanwhile, perceived risk has a negative and significant effect on trust, but does not have a significant effect on purchase decisions. In addition, trust has a positive and significant effect on purchase decisions and is able to mediate the effect of perceived ease of use and perceived risk on purchase decisions.

Keywords: Perceived Ease Of Use, Perceived Risk, Trust, Purchase Decision, Tokopedia