PENGARUH RISIKO YANG DIRASAKAN TERHADAP NIAT PEMBELIAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI SAAT AKAN BERBELANJA DI LAZADA

This study aims to examine: (1) what perceived risk have influence to purchase intention when shopping in Lazada ; (2) what perceived risk have influence to trust; (3) what trust have influence to purchase intention; and (4) what perceived risk have influence to purchase intention with trust mediation variable. Kind of this study are kuantitative study, where used hypothesist test. This study purpose to explain (1) influence perceived risk to purchase intention when shopping in Lazada, (2) influence perceived risk to trust, (3) influence trust to purchase intention, (4) trust mediating influence perceived risk to purchase intention. Technical sampling that used in this study is selection buyer‟s sampling, because some of population.are not selection buyer‟s. This study used regression analyze method with mediated regression approach. Based on the result of research that has been done, it can be conclude that: perceived risk have not influence on purchase intention, perceived risk have not influence on trust, trust have positive influence on purchase intention, and perceived risk have positive influence to purchase intention with trust as mediation variable