KORELASI ANTARA PERSEPSI RISIKO DAN MINAT BELI ONLINE KONSUMEN

Erni Martini, Bayu Setiawan Wibisono

Abstract


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Berkembangnya teknologi di bidang informasi dan komunikasi membuka peluang industri fashion dalam kegiatan jual beli online dan pencapaian target penjualannya. Namun, peluang ini juga memiliki resiko yang dialami oleh konsumen dan mempengaruhi minat mereka dalam berbelanja online. Brand Forever Young Crew merupakan salah satu usaha di bidang fashion yang juga menggunakan penjualan online. Namun, target penjualan online mereka tidak selalu memenuhi target yang ditetapkan. Penelitian ini bertujuan untuk menguji faktor persepsi risiko ketika berbelanja online terhadap minat beli konsumen Forever Young Crew. Dimensi persepsi risiko yang digunakan adalah risiko keuangan, produk, keamanan, waktu, sosial, dan psikologis. Survei digunakan sebagai metode pengumpulan data dengan menyebarkan kuesioner online kepada 386 konsumen Forever Young Crew yang mengetahui website perusahaan. Teknik analisa data menggunakan analisis korelasional dengan regresi linier berganda. Berdasarkan hasil pengolahan data, risiko keuangan, produk, keamanan, waktu, dan psikologis memiliki pengaruh negatif terhadap minat beli online konsumen di Forever Young Crew. Sedangkan risiko sosial tidak memiliki pengaruh negatif terhadap minat beli online di Forever Young Crew.

 

Kata Kunci: minat beli online, persepsi risiko, regresi linier berganda, risiko waktu


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DOI: https://doi.org/10.26877/ep.v5i1.5862

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