ANALISIS PENGARUH PERSEPSI RISIKO, KEMUDAHAN DAN MANFAAT TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE (STUDI KASUS PADA KONSUMEN ONLINE SHOP MELSSTOREC SINGKAWANG)

  • Melissa Susanty
  • Erik Sudarso STIE Mulia Singkawang
  • Rully Arestha STIE Mulia Singkawang
  • Shahnaz Khumaira STIE Mulia Singkawang
  • Fransiskus Saju STIE Mulia Singkawang
Keywords: Perceived Risk, Perceived Usefulness, Perceived Benefits, eCommerce

Abstract

The purpose of this study was to determine how the effect of Perceived risk, Perceived usefulness, and Perceived benefits on Online Purchase Buying. This type of research is quantitative research. The samples in this study were 85 respondents who are consumer of Online shop Melsstorec. Methods of data collection by questionnaire that had been tested for validity and reliability. Data analysis using multiple regression analysis. The results showed that of the three variables that Perceived risk, Perceived usefulness, and Perceived benefits jointly influence on online purchase buying. SPSS for calculation of the F test is known that the F value = 18.266 and significance level 0.000 < 0.05. Individualy known that Perceived risk and Perceived usefulness has not significantly influence online purchase buying. Perceived benefits that significantly influence online purchase buying. In addition to the F test and t-test, known R2 (R Square) value of 0,404, which means the magnitude of the independent variable on the dependent variable of 40,4 %.

Published
2024-08-04
How to Cite
Susanty, M., Sudarso, E., Arestha, R., Khumaira, S., & Saju, F. (2024). ANALISIS PENGARUH PERSEPSI RISIKO, KEMUDAHAN DAN MANFAAT TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE (STUDI KASUS PADA KONSUMEN ONLINE SHOP MELSSTOREC SINGKAWANG). Hectocorn, 4(2), 89 - 108. Retrieved from http://jurnal.stiemulia-singkawang.ac.id/index.php/hectocorn/article/view/90
Issue
Vol. 4 No. 2 (2023): HECTOCORN
Section
Articles

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