Pengaruh Risiko Terhadap Keputusan Pembelian Secara Online (Studi Kasus Pada Masyarakat Bengkalis)

This study aims to determine and analyze the risks of online purchases in people who shop online. This type of research is a type of associative research. The sample taken in this study were 100 respondents, namely the Bengkalis community who had bought online. Data were collected in the form of a questionnaire with a nonprobability sampling method, namely purposive sampling technique. Analyzed using simple correlation test, simple linear regression test and hypothesis testing. The results in this study indicate that risk has a positive and significant effect with the coefficient of determination (KD) of 0.086 or equal to 8.6% of consumer purchasing decisions, while the remaining 0.914 or 91.4% is influenced by variables other than risk. Which was not discussed in this study