Pengaruh Kualitas Pelayanan, Kepercayaan, Kemudahan, Keamanan Dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online Di Situs Shopee

This study aims to analyze the effect of Service Quality, Trust, Security and Risk Perception on Online Purchase Decisions on the Shoppe Site as a study mediating variable on students at the Bhakti Mulia Health Polytechnic. The data of this study used primary data through questionnaires. The sampling technique used in this research is non-probability sampling with accidental sampling technique. This study used a sample of 143 respondents who were students at the Bhakti Mulia Health Polytechnic who had purchased products online at the Shopee marketplace and analyzed using SPSS through the help of SPSS software version 22. The data analysis method in this study used classical assumption tests, multiple linear regression analysis and hypothesis testing. The results showed that 1) showed a positive and significant influence on service quality variables on online purchasing decisions on the Shopee site, 2) showed a positive and significant influence on trust variables on online purchasing decisions on the Shopee site, 3) showed a positive and significant influence on the convenience variable. on online purchasing decisions on the Shopee site, 4) indicates a positive and significant influence on security variables on online purchasing decisions on the Shopee site, 5) indicates a negative and significant influence on risk perception variables on online purchasing decisions on the Shopee site