PENGARUH KEPERCAYAAN DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE PADA MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI UNIROW TUBAN
Keywords:
Trust; Risk Reception; Buying decisionAbstract
ABSTRACT
The purpose of this study was to find out: The effect of partial trust on purchasing decisions at e-commerce Shopee for students of the Economic Education Study Program at UNIROW Tuban, The partial effect of perceived risk on purchasing decisions at e-commerce Shopee for students of the Economic Education Study Program at UNIROW Tuban , The effect of trust and perceived risk simultaneously on purchasing decisions in e-commerce Shopee for students of the Economic Education Study Program at UNIROW Tuban, The factor that has the greatest influence on purchasing decisions on e-commerce Shopee for students of the Economic Education Study Program at UNIROW Tuban. The method used in this research is to use quantitative methods. The data analysis technique used in this study used validity test, reliability test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis test, T test, F test and the coefficient of determination. The results of this study indicate that questions from each indicator are valid and reliable. In the classical assumption test the data is normally distributed, there is no multicollinearity and heteroscedasticity. In the multiple linear regression test there is a linear relationship between variables. The results of the t test show that the t variable X1 is 5.577 > 1.670 t table with a significant level of 0.000 <0.5, so H0 is rejected. The X2 variable is 2.444 > 1.670 t table with a significant level of 0.017 <0.5, so H0 is rejected. F test results simultaneously variable X significantly affects variable Y with a calculated F value of 17.422 > 3.15 F table with a significant level of 0.000 <0.5. And the results of the test for the coefficient of determination show that the influence of the X to Y variables is 36%.
Keywords: Trust; Risk Reception; Buying decision
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