WHY DO PEOPLE DECIDE TO BUY FROM SHOPEE? AN EMPIRICAL STUDY ON THE INFLUENCE OF TRUST, SECURITY, E-SERVICE QUALITY AND RISK PERCEPTION IN PEKANBARU
Keywords:
Trust, Security, Electronic Services Quality, Risk Perception, Purchase DecisionAbstract
This study aims to answer the question of why people in Pekanbaru choose to shop at Shoope? by using trust, security, electronic service quality and risk perception as causal factors. Based on 200 respondents who are Shopee users in Pekanbaru and using multiple linear regression analyses, the results showed that trust and service quality have a significant influence on the purchase decision, while security and risk do not have a significant influence on the purchase decision. Of the four factors tested, trust has the greatest influence on consumers' purchasing decisions at Shopee in Pekanbaru.
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References
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Swastha, B &; Irawan. (2008) Modern Marketing Management, Liberty, Yogyakarta.
Triana,. (2014). The influence of price, trust and service quality on purchasing decisions in e-commerce trade (case study on Miulan Hijab Semarang). Thesis. Semarang: Walisongo State Islamic University
Wahyuningtyas, Y. F., &; Widiastuti, D. A. (2017). Analysis of the influence of perceived risk, convenience and benefits on online purchasing decisions (case study on fashion consumers on Facebook). Business Study of STIE Widya Wiwaha, 23(2), 112–120.
Zeithaml & Berry L.L.. 1991. A Conceptual model of service quality and its implication for future research journal marketing.
Anwar, R. N., &; Afifah, A. (2018). Consumer Trust and Safety on Buying Interest on Online sites (Case Study of Lazada site visitors in East Jakarta). Journal of Management, 9(1), 46.
Berry &; Parasuraman (2003) Journal " The Effect of Service Quality on Trust" vol. 21, 24-30
Chazar, C. (2015). “Prevention is better than cureâ€. Notes and Queries, s6-IX(213), 77.
Databoks.katadata.co.id. (2019). Indonesia's Digital Economy Potential 2015 - 2025. Google, 1–8.
Ernanda, Dimas. (2017). " The Effect of Store Atmosphere, Hedonic Motive and Service Quality on the Purchasing Decision of the Indonesian College of Economics (STIESIA) Surabaya". Journal of Management Science and Research 6.
Ghozali,I.. (2012). Applications of Multivariate Analysis with IBM SPSS Program. Yogyakarta: Diponegoro University
Hardiyanti, M,. (2012), "Trust in Sellers and Risk Perception in Internet (Online) Purchasing Decisions", Faculty of Social Sciences and Humanities, Sunan Kalijaga State Islamic University, Yogyakarta.
Haryani, Dwi Septi. (2019). " The Effect of Risk Perception on Online Purchasing Decisions in Tanjungpinang". Journal of Dimension 8(2): 198–209.
Irawan,. (2017). E-commerce Transaction Security System.
Iskandar, D, & Irfan, M Bahari Nasution. (2019). " Analysis of the Effect of Trust, Safety and Service Quality on Purchasing Decisions at Lazada SNK © Online Shop 2019 Published by UMSU (Case Study on FEB UMSU Students)". PUSKIBII (Center for Entrepreneurship, Innovation and Business Incubator) 1(1): 128–37.
Iskandar, D, & Irfan, M Bahari Nasution. (2019). " Analysis of the Effect of Trust, Safety and Service Quality on Purchasing Decisions at Lazada SNK © Online Shop 2019 Published by UMSU (Case Study on FEB UMSU Students)". PUSKIBII (Center for Entrepreneurship, Innovation and Business Incubator) 1(1): 128–37.
Jayani, D. H. (2019). Internet users in Indonesia. Databox, 1.
Kotler, P,. & Armstrong. (2001). Marketing principles, Twelfth edition, Volume 1. Jakarta: Erlangga
Kotler, P,. (2011). Marketing Management in Indonesia: Analysis, Planning, Implementation and Control. Jakarta : Salemba Empat Publisher
Laudon K.C.,&. LaudonJ.P, (1998), Management Information System:Organization and Technology. (Penerjemah Pipin Widyaningsih, Mustafid dan Adian Fatchur Rochim) 5th edition. Upper Saddle River, NJ:PrenticeHall Inc.
Lim. (2010). Online Search and Buying Behavior. Malaysian Experience. Canadian Social Science. Vol 6, No.4
McKnight, D. Harrison, Vivek Choudhury, & Charles Kacmar. (2002). Developing And Validating Trust Measure For E-commerce: An Integrative Typology. Information System Research. Vol. 13, p334-359.
Nursani, Rois Arifin, &; Muhammad Hufron. (2018). " Analysis of the Effect of Trust, Security, Price, Service Quality, and Risk Perception on Purchasing Decisions in E-commerce Consumers through Shopee (Study on Unisma Students)". Journal of Business Economics: 102–15.
Park & Kim. (2006). “The Effect Of Information Satisfaction And Relational Benefit On Consumers’ Online Shopping Site Commitmentsâ€. Journal of Electronic Commerce in Organizations (4), 70-90.Davis,
Rafidah, I. (2017). Security analysis, ease and trust in online purchasing decisions at Lazada Indonesian College of Economics (STIESIA) Surabaya. 6.
Saifulloh, A. I. (2019). The influence of perceived benefits and risks on purchasing decisions using Shopee flashsale among Febi students of Sunan Ampel State Islamic University Surabaya
Saputra, F. (2015). Analysis of the effect of trust, safety, quality of service, and perception of risk on purchasing decisions through social networking sites. Journal of Economics and Entrepreneurship, 15(2), 79499.
Solihin, (2020). "The Effect of Customer Trust and Promotion on Consumer Purchase Decisions at Mikaylaku Online Shop with Buying Interest as an Intervening Variable". 4(1): 26–37.
Stanton, William J. (2012). Marketing principles, translation : Yohanes Lamarto Publisher Erlangga, Jakarta.
Sugiyono. (2008). Qualitative Quantitative Research Methods and R&D. Bandung : ALFABETA
Sugiyono. (2010). Educational Research Methods Quantitative, qualitative, and R&D Approaches. Bandung: Alfabeta
Syriac, T. (2008). Consumer Behavior: Implications on Targeting Strategies. Yogyakarta: Graha Ilmu.
Syriac, T. (2008). Consumer Behavior: Implications on Targeting Strategies. Yogyakarta: Graha Ilmu.
Swastha, B &; Irawan. (2008) Modern Marketing Management, Liberty, Yogyakarta.
Triana,. (2014). The influence of price, trust and service quality on purchasing decisions in e-commerce trade (case study on Miulan Hijab Semarang). Thesis. Semarang: Walisongo State Islamic University
Wahyuningtyas, Y. F., &; Widiastuti, D. A. (2017). Analysis of the influence of perceived risk, convenience and benefits on online purchasing decisions (case study on fashion consumers on Facebook). Business Study of STIE Widya Wiwaha, 23(2), 112–120.
Zeithaml & Berry L.L.. 1991. A Conceptual model of service quality and its implication for future research journal marketing.
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2025-03-31
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