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

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