PENGARUH KEMUDAHAN, KEPERCAYAAN DAN PERSEPSI AKAN RESIKO MENGGUNAKAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survey Pada Konsumen Lazada.co.id)

Abstract

This study was intended to see how the effect of easiness, trustworthiness and perception on the risk of using e-commerce toward online purchasing decision (survey on consumer lazada.co.id). The populations in this study were all people who have visited the site Lazada.co.id with sample of 100 people, the sampling techniques using non-probability sampling with purposive sampling technique where the method of determination of the samples based on certain criteria. The results of this study, easiness variable (X1), trustworthiness (X2), the perception of risk (X3) gave positive and significant impact on online purchase decision (Y) with a significant level of 0.000. The amount influence of convenience (X1), trust (X2), the perception of risk (X3) toward online purchase decision (Y) is 0.314 (R2 = 31.4%). Keywords: Convenience, Trustworthiness, Perception of Risk, Purchase Decision