ANALYSIS OF EFFECT PERCEIVED OF RISK AND PERCEIVED OF REPUTATION ON PURCHASE DECISION ON COSMETICS ONLINE SHOPING
DOI:
https://doi.org/10.22441/indikator.v3i2.11870Keywords:
Persepsi resiko, persepsi reputasi, kepercayaan, keputusan pembelian, kosmetik secara onlineAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi risiko dan persepsi reputasi terhadap keputusan pembelian Kosmetik secara online dengan Kepercayaan sebagai variabel Intervening. Kedua faktor tersebut di harapkan menjadi bahan pertimbangan bagi pelaku usaha online dalam membangun relasi terhadap konsumen. Subyek penelitian ini adalah wanita, pengguna internet di Indonesia yang pernah berbelanja online minimal satu kali di situs belanja online berjumlah 113 orang. Instrumen penelitian berupa kuesioner yang digunakan untuk mengukur persepsi responden menggunakan skala likert. Prosedur pengumpulan data dilakukan melalui survey terhadap wanita dimana diberikan kuesioner dengan model tertutup (alternative jawaban responden telah disediakan ). Seluruh instrumen penelitian diuji validitas dan reliabilitasnya dan telah memenuhi syarat sebagai alat analisis. Analisis yang dilakukan menggunakan metode statistic SPSS. Hasil pengukuran Pengaruh Persepsi Risiko, Persepsi Reputasi dan Kepercayaan terhadap Keputusan Pembelian, menunjukkan bahwa kepercayaan berpengaruh positif 3.411 dan signifikan 0.001 terhadap keputusan pembelian, persepsi resiko berpengaruh negative (-1.636 ) namun tidak signifikan 0.105, persepsi reputasi berpengaruh secara positif 3.376 dan signifikan 0.001 terhadap keputusan pembelian kosmetik secara online.
Persepsi Risiko, Persepsi Reputasi dan Kepercayaan secara bersama-sama berpengaruh positif 78.602 dan signifikan
0.000 terhadap Keputusan Pembelian kosmetik secara online .
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