Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 67-72
The Effect of Trust, Safety, Service Quality and Risk Perception on Online Purchasing Decisions on Lazada E-Commerce (Study of Students of the Faculty of Economics and Business, Universitas Sumatera Utara)
Muhammad Ghofur Dwiyanto1, Amrin Fauzi2, Endang Sulistiya Rini3
1,2,3Department of Management Science, Universitas Sumatera Utara, Indonesia
Corresponding Author: Muhammad Ghofur Dwiyanto
ABSTRACT
The purpose of this study was to determine and analyze the effect of trust, safety, service quality, risk perception and online purchasing decisions on Lazada e-commerce. Data collection in this study was carried out through a quantitative approach by distributing questionnaires. The sample in this study were students of the Faculty of Economics and Business, Universitas Sumatera Utara from 2017-2018 who had made 100 online purchases. The data analysis method uses descriptive analysis and statistical analysis of multiple linear regression. The results showed that simultaneous trust, security, service quality, risk perception had a positive and significant effect on online purchasing decisions. Partially, trust has a positive and significant influence on online purchasing decisions. Partially, security has a positive and significant influence on online purchasing decisions. Partially the quality of service has a positive and significant effect on online purchasing decisions. And partially, risk perception has a negative and significant effect on online purchasing decisions at Lazada. Of the four variables, service quality is the dominant variable in influencing online purchasing decisions at Lazada.
Key words: Trust, Safety, Service Quality, Risk Perception, Online Purchasing Decisions
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