The Influence of Trust and Perceived Risk on Purchase Intention in Shopee Users in Bandung Raya

Abstract

This study aims to determine the effect of trust and perceived risk on the purchase intention of Shopee users in Bandung Raya. This study uses a quantitative approach with multiple linear regression analysis techniques. The population of this study are online consumers of Shopee e-commerce users who are domiciled in Bandung Raya. The research sample was 400 people aged 18-28 years. To measure the trust variable, Eka Apriliyah Tarwiyanti's trust scale is used (2018). Meanwhile, to measure the perceived risk variable and purchase intention, Fahmi Yazid's (2015) scale was used. The results showed that there was a partial influence of trust and perceived risk on the purchase intention of Shopee users in Bandung Raya. In addition, there is a simultaneous influence between trust and perceived risk on the purchase intention of Shopee Bandung Raya users.