PENGARUH TRUST, STORE IMAGE, DAN PERCEIVED RISK, TERHADAP PURCHASE INTENTION ONLINE SHOP

This study aimed to determine the effect of trust, store image and perceived risk for purchase intentions online shop. The research was conducted by distributing the questionnaires as the primary data directly on site. The samples in this research were 100 people, Data analysis techniques used to answer the hypothesis is multiple regression. The results of this study indicate that: (1) trust has a significant positive effect on purchase intention online shop. This is evidenced by the results of t test statistics for trust variables obtained t count value of 2.273 greater than t table 1.985 with significance of 0.025 smaller than 0.05; (2) store image has a significant positive effect on purchase intention online shop. This is evidenced by statistical results t test for store image variables obtained t count value of 3.708 is greater than t table 1.985 with a significance of 0.000 smaller than 0.05; (3) perceived risk negatively affects the purchase intention of online shop. This is evidenced by the statistical test value of t arithmetic of -0.400 is smaller than t table 1.985 with significance of 0.690 greater than 0.0