ANALYSIS OF EFFECT PERCEIVED OF RISK AND PERCEIVED OF REPUTATION ON PURCHASE DECISION ON COSMETICS ONLINE SHOPING
DOI:
https://doi.org/10.22441/indikator.v5i2.6368Keywords:
Perceived risk, perceived reputation, Trust, Purchasing decision on cosmetics online shopingAbstract
Abstract.This study aimed to analyze the influence of perceived of risk and perceived of reputation for Cosmetics Online purchasing decisions with Trust as an intervening variable.Both factors are expected to be taken into consideration for online businesses to build relationships with customers. The subjects of this study are women, internet users who have ever shopped online at least one times in online shoppingsite’s amounted to 113 people. The research instrument was a questionnaire used to measure the perception of respondents using a Likert scale. Data collection procedures carried out through a survey of female where given a questionnaire with closed model (respondents' answers alternative has been provided). All instruments were tested for validity and reliability and has been qualified as an analytical tool. Analysis was performed using SPSS statistical methods. The results of the measurement of Influence of perceived of Risk, Perceived Reputation and Trust in Purchase Decision, Shows that trust has a positive effect 3.411 and significant 0.001on purchasing decisions, The perception of the risk of a negative effect (-1636) but not significant 0.105, effect positive perception of the reputation of a significant 3376 and 0.001 on purchasing decisions cosmetics online.
Perceived of Risk , Perceived of Reputation and Trust together have positive and significant effect on the Buying Decision cosmetics online
Abstrak . Penelitian ini bertujuan untuk menganalisis pengaruh persepsi risiko dan persepsi reputasi terhadap keputusan pembelian Kosmetik secara online dengan Kepercayaan sebagai variabel Intervening. Kedua faktor tersebut di harapkan menjadi bahan pertimbangan bagi pelaku usaha online dalam membangun relasi terhadap konsumen. Subyek penelitian ini adalah wanita, pengguna internet di Indonesia yang pernah berbelanja online minimal satu kali di situs belanja online berjumlah 113 orang. Instrumen penelitian berupa kuesioner yang digunakan untuk mengukur persepsi responden menggunakan skala likert. Prosedur pengumpulan data dilakukan melalui survey terhadap wanita dimana diberikan kuesioner dengan model tertutup (alternative jawaban responden telah disediakan ). Seluruh instrumen penelitian diuji validitas dan reliabilitasnya dan telah memenuhi syarat sebagai alat analisis. Analisis yang dilakukan menggunakan metode statistic SPSS. Hasil pengukuran Pengaruh Persepsi Risiko, Persepsi Reputasi dan Kepercayaan terhadap Keputusan Pembelian, menunjukkan bahwa kepercayaan berpengaruh positif 3.411 dan signifikan 0.001 terhadap keputusan pembelian, persepsi resiko berpengaruh negative (-1.636 ) namun tidak signifikan 0.105, persepsi reputasi berpengaruh secara positif 3.376 dan signifikan 0.001 terhadap keputusan pembelian kosmetik secara online.
Persepsi Risiko, Persepsi Reputasi dan Kepercayaan secara bersama-sama berpengaruh positif 78.602 dan signifikan
0.000 terhadap Keputusan Pembelian kosmetik secara online .
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
This work is also licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
