Pengaruh Kepercayaan Terhadap Minat Beli Melalui Persepsi Risiko Pada Transaksi Jual Beli Online Melalui Media Sosial (Studi Pada Mahasiswa Program Studi S1 Manajemen Angkatan 2014)

: This study aims to determine the effect of trust and perceived risk on purchase intentions. Data were collected from 179 respondents and were analyzed using path analysis to examine a proposed model. The sampling technique used is probability sampling by means of propotional random sampling. The results of the present study support the positive effect of trust on purchase intention and the result also support the negative effect of trust on perceived risk and perceived risk on purchase intention. Limitations of the present study include sampling, which prevent the generalization of our results to all internet users. Consumer trust may be valuable for online retailers; however, these retailers need to develop useful, easy to use, and enjoyable Web features that appeal to both hedonic and utilitarian shoppers