Pengaruh Persepsi Risiko Konsumen Terhadap Minat Pembelian Online di Marketplace pada Mahasiswa di Kota Surakarta

Novita Sari(1*), Aniek Hindrayani(2), Leny Noviani(3),

(1) Universitas Sebelas Maret
(2) Universitas Sebelas Maret
(3) Universitas Sebelas Maret
(*) Corresponding Author




DOI: https://doi.org/10.26858/jekpend.v6i2.43428

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh enam dimensi persepsi risiko konsumen (risiko keuangan, risiko produk, risiko keamanan, risiko waktu, risiko sosial, dan risiko psikologis) terhadap minat pembelian online di marketplace pada mahasiswa di Kota Surakarta. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik pengambilan sampel purposive sampling. Populasi dalam penelitian ini adalah mahasiswa di Kota Surakarta yang pernah melakukan pembelian produk secara online di marketplace (infinite population). Teknik pengumpulan data menggunakan kuesioner yang disebarkan secara online berbantuan google form, sampel yang diperoleh sebanyak 242 responden. Teknik analisis data menggunakan analisis regresi linear berganda dengan menggunakan SPPS versi 24. Hasil penelitian ini menunjukkan dari keenam dimensi persepsi risiko konsumen, risiko waktu berpengaruh negatif signifikan terhadap minat pembelian online, sedangkan kelima dimensi lainnya: risiko keuangan, risiko produk, risiko keamanan, risiko sosial, dan risiko psikologis tidak berpengaruh negatif terhadap minat pembelian online.

 


Keywords


Consumers’ Perceived Risk; Online Purchase Intention

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References


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