Pengaruh Persepsi Risiko, Kepercayaan Dan Keamanan Terhadap Minat Beli Online Melalui Media Sosial (Studi Pada Konsumen Online Shop

Maulidiyah, Nabilah (2021) Pengaruh Persepsi Risiko, Kepercayaan Dan Keamanan Terhadap Minat Beli Online Melalui Media Sosial (Studi Pada Konsumen Online Shop. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh persepsi risiko, kepercayaan, dan keamanan terhadap minat beli online melalui media sosial. Objek penelitian pada pengguna media sosial secara umum, seperti facebook, instagram, twitter, dan lainnya. Sebanyak 126 responden di Jawa Timur yang datanya berhasil terkumpul melalui google form dihubungkan ke spreadsheet dengan metode purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan software SPSS 21. Hasil pengujian membuktikan bahwa variabel persepsi risiko tidak berpengaruh secara positif terhadap minat beli online melalui media sosial, sedangkan kepercayaan dan keamanan berpengaruh positif terhadap minat beli online melalui media sosial. Hasil penelitian sekaligus menunjukkan bahwa pengguna media sosial memiliki pengetahuan dan pengalaman yang cukup dalam mempersepsikan risiko, sedangkan kepercayaan dan keamanan di media sosial memang rentan terjadi masalah sehingga membutuhkan proses yang cukup baik agar mampu mempengaruhi konsumen di media sosia

English Abstract

This study aims to examine the effect of perceived risk, trust, and security on online purchase intention through social media. The study object include the users of social media such as Facebook, Instagram, Twitter, and others. The data of 126 respondents in East Java are collected through google form linked to a spreadsheet through purposive sampling method, and are analyzed by multiple linear regression utilizing SPSS 21 software. The test results prove that the perceived risk does not positively affect online purchase intention through social media while trust and security positively affect online purchase intention through social media. It implies that social media users have sufficient knowledge and experience of perceived risk whereas trust and security issues pose a major challenge to convince consumers on social media

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0521020229
Uncontrolled Keywords:	Persepsi risiko, kepercayaan, keamanan, minat beli online, media sosial, Perceived risk, trust, security, online purchase intention, social media
Subjects:	600 Technology (Applied sciences) > 657 Accounting
Divisions:	Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User:	Nur Cholis
Date Deposited:	18 Jan 2022 06:17
Last Modified:	23 Feb 2022 07:34
URI:	http://repository.ub.ac.id/id/eprint/188449

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