THE EFFECT OF PERCEIVED RISK ON REPURCHASE INTENTION MEDIATED BY ONLINE TRUST AND PERCEIVED USEFULNESS AT TOKOPEDIA

THE EFFECT OF PERCEIVED RISK ON REPURCHASE INTENTION MEDIATED BY ONLINE TRUST AND PERCEIVED USEFULNESS AT TOKOPEDIA

Perceived Risk, Perceived Usefulness, Online Trust, Repurchase Intention

Online shopping is a form of electronic commerce that allows consumers to directly buy goods or services from sellers via the internet without the services of intermediaries. This study aims to analyze the effect of perceived risk on repurchase intentions through online trust and perceived usefulness at TokoPedia. This type of research is quantitative using survey methods. The sampling technique used non-probability sampling with purposive sampling method, and the number of samples used was 100 respondents. The analysis technique uses multiple linear regression and the Sobel test. The results showed that the variable perceived risk has a positive effect on online trust, perceived risk has a positive effect on perceived usefulness, perceived online risk and trust has a positive effect on repurchase intention, perceived usefulness has no effect on repurchase intention, online trust mediates perceived risk on repurchase intention , and perceived usefulness does not mediate risk perception on repurchase intention.

Novan Yunandi Sapria1, Sutarmin2

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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english

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