Pengaruh Kepercayaan, Iklan Dan Persepsi Resiko Terhadap Keputusan Pembelian E-Commerce (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta)

This research analyzes the influence of trust, advertisement and risk perception on e-commerce purchase decision. The purpose of this study to determine the influence of trust, advertising and risk perceptions of purchasing decisions e-commerce. This research uses sample of university student of muhammadiyah surakarta as many as 100 respondents. The method of selecting the sample using accidental sampling and the data used is the primary data in the form of questionnaires. The method of analysis used in this research is multiple linear regression analysis using several variables that are trust, advertisement, risk perception, and purchasing decision. The results of this study show that trust significantly influence on purchasing decisions, advertising has a significant effect on purchasing decisions, risk perception has a significant effect on purchasing decisions. This is evidenced by F sig. 0,000 is smaller than 0.05. The value of R Square 34.5 indicates that the ability of consumer trust model (X1), online advertising (X2), e-commerce risk perceptions (X3) explain variation of decision purchase variable (Y) of 34.5 % and the rest is influenced by other independent variables of 65.5%