Pengaruh Perceived Risk Dan Ease Of Use Terhadap Kepercayaan Dan Keputusan Pembelian (studi Kasus Pengguna Situs Belanja Online Bukalapak Di Bandung)

Ahmad Nadim Alatas, Deden Syarif Hidayatullah

Abstract

Abstrak Perkembangan teknologi dan informasi di dunia, khususnya internet, mengalami perkembangan yang sangat pesat. Gaya hidup masyarakat saat ini ikut berubah karena pengaruh dari perkembangan teknologi tersebut, salah satu yang paling mencolok dari perkembangan teknologi tersebut adalah gadget dan kecenderungan beraktivitas di dunia maya seperti berbelanja secara online. Faktor konsumen memutuskan pembelian pada online shop/ecommerce diantaranya, persepsi risiko (Perceived Risk), kemudahan (Ease Of Use), dan kepercayaan (trust). Tujuan dari penelitian ini adalah untuk mengukur dampak Perceived Risk dan Ease Of Use terhadap trust, Perceived Risk dan Ease Of Use terhadap purchase intention dan trust terhadap purchase intention pada pengguna situs belanja online Bukalapak di Bandung. Metode penelitian ini menggunakan metode kuantitatif dengan cara mengumpulkan dan mengukur persepsi 211 responden. Hasil penelitian ini menunjukan bahwa variabel Perceived Risk dan Ease Of Use memliki pengaruh yang signifikan terhadap variabel Trust, variabel Perceived Risk dan Ease Of Use memiliki pengaruh yang signifikan terhadap variabel Purchase Intention dan variabel Trust memiliki pengaruh yang signifikan terhadap variabel Purchase Intention. SEM, Perceived Risk, Ease Of Use, Kepercayaan, Keputusan Pembelian, Bukalapak Abstract The development of technology and information in the world, especially the internet, is experiencing very rapid development. Today's lifestyle changes due to the influence of technological developments, one of the most striking of these technological developments is gadgets and the tendency to move in cyberspace such as shopping online. Consumer factors decide on purchases at online shop / ecommerce, including Perceived Risk, Ease Of Use, and trust. The purpose of this study is to measure the impact of Perceived Risk and Ease Of Use on trust, Perceived Risk and Ease Of Use on purchase intention and trust on purchase intention on Bukalapak online shopping site users in Bandung. This research method uses a quantitative method by collecting and measuring the perceptions of 211 respondents. The results of this study indicate that the Perceived Risk and Ease Of Use variables have a significant effect on the Trust variable, the Perceived Risk and Ease Of Use variables have a significant influence on the Purchase Intention variable and the Trust variable has a significant effect on the Purchase Intention variable. Keywords: SEM, Perceived Risk, Ease Of Use, Trust, Purchase Intention, Bukalapak

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