PERAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH PERSEPSI RISIKO TERHADAP NIAT BELI ONLINE PADA SITUS LAZADA

Abstrak

Online transactions are considered to be more practical and time efficient, but online transactions can not be separated from the perceived uncertainty of consumers and perceived as a risk perception that will affect the trust and intention to buy consumers to transact online. Therefore this study aims to determine the role of confidence in mediating the perception of risk on the purchase intention of online Lazada site to consumers in the city of Denpasar. This study uses a sample size of 110 people with purposive sampling method. Data collection was obtained from questionnaires distributed by using 11 indicators. The results showed that risk perception had a significant negative effect on trust. Risk perceptions also have a significant negative impact on online purchasing intentions on the Lazada site. Trust has a significant positive effect on online purchasing intentions on the Lazada website and trust is significantly capable of mediating the relationship between risk perceptions of online purchasing intentions on the Lazada site. Suggestions for the Lazada site need to minimize the risks that occur when online shopping and the website Lazada must be able to maintain and enhance consumer trust in online transactions.