Pengaruh Persepsi Risiko dan Kepercayaan Terhadap Keputusan Pembelian Online (Studi Pada Mahasiswa S-1 Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

This study aims to determine the perceived risk has effect on online purchase decision, trust effect on online purchase decision and both of perceived risk and trust effect on Undergraduate Students of Bachelor Degree Social and Political Science Faculty University of North Sumatra’s online purchase decision. Population in this study are Undergraduate Students of Bachelor Degree Social and Political Science Faculty University of North Sumatra from 2013-2016 that have brought product from online shop. Data were collected through questionnaires to 100 respondents. The Sampling technique in this research is Non-Probability Sampling with Purposive sampling approach. This research used primary and secondary type of data. The analysis technique used is multiple linear regression. Based on the research results, obtained regression equation as follows: Y = 1,881+ 0,217X1 + 0,420X2 +e Based on statistical data analysis, indicators in this study are valid and reliable variables. In classic assumption test, regression model multicoliniearity free, did not occur heteroskedastisitas and has normal distribution. The sequence individually on each of variable that more influential is the trust variable with regression coefficient of 0,420 then perceived risk variable with regression coefficient 0,217. Hypothesis testing using t test showed that independent variables perceived risk and trust studied proved a significant positive effect on dependent variable online purchase decision. Then through the F test shown that both independent variables of perceived risk and trust together have effect dependent variable online purchase decision. Figures Adjusted R Square of 0,397 indicates that 39,7% variable online purchase decision can be explained by independent variable perceived risk and trust. While rest of 61,3% explained by other factors from perceived risk and trust.