Analisis Pengaruh Kepercayaan, Persepsi Risiko, Keamanan Dan Kemudahan Terhadap Keputusan Pembelian Online Di Shopee

This study aims to analyze and examine the effect of trust, perceived risk, security and convenience on online purchasing decisions at shopee (Study on Students of the Faculty of Economics & Business, University of Muhammadiyah Surakarta Angatan 2018). This research is a type of quantitative research. The research sample contained 100 respondents. The sampling technique used was purposive sampling and the number of respondents was determined using the Slovin formula. The data analysis technique uses SEM-PLS whose calculations are assisted by the SmartPLS 3.0 program. Partial Least Square (PLS) evaluation analysis was carried out by evaluating the outer model and evaluating the inner model. There are analysis results which show that: 1). The trust variable has a positive and significant effect on online purchasing decisions, 2). The risk perception variable has a positive and significant effect on online purchasing decisions, 3). The security variable has no and no significant effect on online purchasing decisions, 4). The convenience variable has a positive and significant effect on online purchasing decisions