DAYA PRICE, TRUST DAN PERCEIVED OF RISK TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN SHOPEE

Abstract

Purpose- The research aims to examines and proves the influence of price, trust and perceived risk on purchasing decisions using Shopee for students of the Management Study Program, Faculty of Economics, Gresik University.

Method- This research uses a quantitative approach with multiple linear regression analysis. Amount of sample taken 137 respondents and data collection is carried out by distributing questionnaires to obtain data.

Finding- The results of this research is that price have a positive influence to the purchasing decisions using Shopee, trust have a positive influence to the purchasing decisions using Shopee, perceived risk have a negative influence to the purchasing decision

Implication-There is a significant influence between price and consumer trust on purchasing decisions, which can result in an increase in product purchasing decisions at Shopee. Whereas in the risk perception variable there is no significant influence on purchasing decisions. This shows that the risk received by the buyer does not reduce the level of purchase decision towards purchasing at Shopee

Keyword: Price, Trust, Perceived of Risk, Purchase Decision, Shopee