The Influence of Security, Trust, Service Quality and Risk Perception in B2C E-Commerce againts People’s Online Purchasing Decisions (Survey on Customers of Tokopedia)

Abstract

This research was aimed to find out the influence of security, trust, service quality, and risk perception on customer’s online purchasing decisions. This research used quantitative approach by applying survey method. Population used in this research is TOKOPEDIA’s customer in Jakarta. From the sample of 400 respondents, the result of the research shows that: (1) Security have a significance influence on online purchasing decision, proved by the result of t value 3.901 with significance value of 0.000, smaller than 0.05 and the value of regression coefficient is 0.217; (2) Trust has a significance influence on online purchasing decision, proved by the result of t value 2.210 with significance value of 0.028, smaller than 0.05 and the value of regression coefficient is 0.112; (3) Service quality has a significance influence on online purchasing decision, proved by the result of t value 11,018 with significance value of 0.000, smaller than 0.05 and the value of regression coefficient is 0.387; (4) Risk perception has no significance influence on online purchasing decisions, proved by the result of t value 1,405 with significance value of 0.686, greater than 0.05 and the value of regression coefficient is 0.015. Keywords—