KEPERCAYAAN DAN PERSEPSI RISIKO DALAM MEMPENGARUHI KEPUTUSAN BELANJA ONLINE PADA APLIKASI SHOPEE

Abstract

This study aims to determine the effects of trust and perceived risk on online shopping decisions through the Shopee application in Sumbawa District. The type of this study was associative. The type of data examined in this study are quantitative data in the form of respondents’ response scores, obtained directly from primary sources through questionnaires. The population of this study consists of all residents of Sumbawa District who have used the Shopee application for online shopping, the exact number of whom is unknown. The sample size was determined using the Lemeshow formula, resulting in a total of 96 respondents. The samples were selected using a simple random sampling technique. Data were analyzed using multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²). The results indicate that trust has a positive and significant effect on online purchasing decisions on the Shopee application, whereas perceived risk has a negative and significant effect. These findings are supported by the calculated t-values of 8.629 for trust and ?7.750 for perceived risk, which is greater than the Ttabel value of 1.986. Simultaneously, trust and perceived risk have a significant effect on online purchasing decisions on the Shopee application, with a calculated F-value of 50.956, which is greater than Ftabel value of 3.094. Trust and perceived risk account for 63.3% of the variation in online shopping decisions on the Shopee application, while the remaining of 36.7% was explained by other variables not examined in this study.