PENGARUH KEPERCAYAAN DAN PERSEPSI RESIKO TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE DI KOTA PEKANBARU

Abstract

Yusnidar, The Influence ofTrust and Risk Perception Of Interests Buy and
Purchase Decisions Online Fashion Products In Pekanbaru
The purpose of this study was to analyze the influence of trust and perceptions of
risks to buying interest and product purchase decisions online fashions in Pekanbaru
city. Research conducted qualitative causal research design and sample descriptive.
Amount based SEM meets the requirements of the basic assumptions is 100-200, then
the number of samples taken was 150 people using Judgmental(Purposive). Techniques
of data collection used in this study are surveys and observations. Measurement scale
used in this study isLikerscale. Data analysis technique that used is the analysis of the
Structural Equation Model (SEM) with AMOS applications.
The results showed that the confidence (trust) influence the buying interest
signifikan online fashion products, high buying interest significant also influence the
purchasing decisions of fashion products online. While the perceived risk significan not
affect the consumer buying interest and purchasing decisions

Keywords: Trust, Perceived Risk, Purchase Intention, Purchase Decision fashion
products online