Pengaruh Kepercayaan dan Persepsi Resiko terhadap Minat Beli dan Keputusan Pembelian Produk Fashion secara Online di Kota Pekanbaru

Yusnidar, The Influence ofTrust and Risk Perception Of Interests Buy andPurchase Decisions Online Fashion Products In PekanbaruThe purpose of this study was to analyze the influence of trust and perceptions ofrisks to buying interest and product purchase decisions online fashions in Pekanbarucity. Research conducted qualitative causal research design and sample descriptive.Amount based SEM meets the requirements of the basic assumptions is 100-200, thenthe number of samples taken was 150 people using Judgmental(Purposive). Techniquesof data collection used in this study are surveys and observations. Measurement scaleused in this study isLikerscale. Data analysis technique that used is the analysis of theStructural Equation Model (SEM) with AMOS applications.The results showed that the confidence (trust) influence the buying interestsignifikan online fashion products, high buying interest significant also influence thepurchasing decisions of fashion products online. While the perceived risk significan notaffect the consumer buying interest and purchasing decisionsKeywords: Trust, Perceived Risk, Purchase Intention, Purchase Decision fashionproducts onlin