Persepsi Konsumen Atas Risiko Pembelian Melalui Media Online

  • Stephanie Astrid Ayu Universitas Katolik Darma Cendika
DOI: https://doi.org/10.37477/bip.v11i1.16
Keywords: factor of risk purchasing, online media

Abstract

The purpose of this study is to investigate empirically the risk factors that will influence both simultaneously and partially on the customer's decision to make purchases through online media. This research was used by using questionnaires methods. Population of this study was student and employee at Darma Cendika  Catholic University, Surabaya. Research involves to 220 respondent. The sampling technique in this study was used convenience sampling and purposive sampling. The technique of data analysis using factor confirmatory analysis and multiple linier regression analysis. The result of the research by factor analyze confirmatory showed that new factor risk is Psychological Risk. The results of multiple linear regression analysis indicate Privacy Risk, Quality Risk, Purchase Behavior Risk, Information Risk, Product Delivery Risk, Psychological Risk, Health Risk, and Product Size Risk have a significant negative effect on customer Purchasing Decisions through online media.

Author Biography

Stephanie Astrid Ayu, Universitas Katolik Darma Cendika

Program Studi Manajemen 

Jl. Dr. Ir. H. Soekarno 201, Surabaya

Published
2019-01-31
How to Cite
Ayu, S. A. (2019). Persepsi Konsumen Atas Risiko Pembelian Melalui Media Online. BIP’s JURNAL BISNIS PERSPEKTIF, 11(1), Hal. 73 - 90. https://doi.org/10.37477/bip.v11i1.16
Issue
Vol. 11 No. 1 (2019): Januari
Section
Articles

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