PENGARUH PERCEIVED RISK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA ONLINE MARKETPLACE

Abstract

Broadly speaking, this study aims to determine the effect of perceived risk and online customer review partially on purchasing decisions, the effect of perceived risk on purchasing decisions through consumer trust, and the influence of online customer reviews on purchasing decisions through consumer trust. The population in this study were all users or consumers of the online marketplace. Determination of the sample using purposive sampling method with the sampling technique using the Lemeshow formula and got 96 respondents. This research is a quantitative research with data collection methods using questionnaires and data processing using SPSS 26. The analytical methods used in this research are descriptive test, data quality test, classical assumption test, path analysis and test hypothesis. Based on the results of this study, it shows that perceived risk and online customer review partially have a significant effect on purchasing decisions, perceived risk and online customer reviews partially have a significant effect on consumer confidence, and consumer trust partially has a significant effect on purchasing decisions. Path analysis test results show that consumer trust cannot be an intervening variable that mediates between perceived risk variables on purchasing decisions and online customer review variables on purchasing decisions.