Pengaruh Persepsi Kepercayaan dan Risiko terhadap Minat Beli Keripik Buah dan Sayur secara Online

Abstract

Fruit and vegetable chips, as processed products are currently viral on social media and attract consumer’s attention, especially students as digital consumers who are responsive to trends. However, issues of fraud and potential risks in online purchases make consumers increasingly cautious in their making decisions. This study aims to analyze the influence of trust perception and risk perception on online purchase intention of fruit and vegetable chips. The research location was determined purposively among students of the Universitas Sumatera Utara, representing digital natives who frequently shop online. The number of samples in this study was 100 respondents. This study uses Partial Least Square (PLS) analysis with the help of SmartPLS 4 software. The data used are primary data and secondary data. The results showed that partially, the perception of trust had a positive and significant effect on purchase intention, while the perception of risk had a negative and significant effect on purchase intention. Simultaneously, these two variables have a significant on online purchase intention of fruit and vegetable chips.