Purchase Decision Based on Consumer Trust and Ease of Use with Perceived Risk as an Intervening Variable in Shopee E-Commerce
DOI:
https://doi.org/10.59890/ijaeam.v3i1.51Keywords:
E-Commerce, Consumer Trust, Ease of Use, Purchasing Decisions, Perceived RiskAbstract
The development of internet users has led to a shift in consumer behavior from offline (conventional) purchases to online shopping or e-commerce transactions. This study aims to analyze the influence of consumer trust and ease of use on purchasing decisions through perceived risk as an intervening variable in Shopee e-commerce. The research subjects consist of 100 residents of Bogor City as the sample. The data used in this study is ordinal data converted into metric interval scale data using the Method of Successive Interval (MSI). Data analysis includes descriptive and verificative methods, as well as Path Analysis and the Sobel Test for the intervening variable. The results indicate that consumer trust positively influences perceived risk, ease of use positively influences perceived risk, consumer trust positively influences purchasing decisions, ease of use positively influences purchasing decisions, and perceived risk positively influences purchasing decisions. Furthermore, consumer trust indirectly influences purchasing decisions through perceived risk, and ease of use indirectly influences purchasing decisions through perceived risk
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