PENGARUH PERCEIVED RISK TERHADAP MINAT PEMBELIAN ONLINE

Rena Feri Wijayanti, Lina Budiarti, Suci Nurfauziah

Abstract


Perkembangan pesat dalam bidang pemasaran secara online memunculkan begitu berkembanganya cara konsumen melakukan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh perceived risk yang terdiri dari 3 aspek utama yang akan dikaji yaitu: product risk, delivery risk, dan time risk terhadap minat pembelian secara online. Fenomena belanja online yang dilakukan oleh masyarakat sekarang ini tidak terlepas dari pesatnya pertumbuhan e-commerce yang gencar menawarkan cara belanja online sehingga para konsumen dapat melakukan pembelanjaan dimana pun dan kapanpun. Penelitian ini berfokus pada 3 tipe dari perceived risk dalam pembelanjaan online. Hasil analisis data menunjukkan bahwa pengaruh product risk terhadap minat pembelian online adalah berpengaruh negatif dan signifikan,sedangkan delivery risk dan time risk tidak berpengaruh terhadap minat pembelian online.

Keywords


online purchase, risk, product risk, delivery risk, time risk, e-commerce

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DOI: http://dx.doi.org/10.33795/j-adbis.v15i2.128

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