PENGARUH KOMUNIKASI PEMASARAN TERHADAP PERSEPSI RESIKO, KEPERCAYAAN KONSUMEN, DAN KEPUTUSAN PEMBELIAN PADA ONLINE SHOP (Studi pada Masyarakat Kota Pekanbaru)

Abstract

This study aimed to analyze the effect of marketing communication on risk
perception, consumer trust and purchasing decisions on online shop (studies on society of
Pekanbaru City). The sample in this study is the society of Pekanbaru city who ever made
purchasing through online shop for 1 last year and already met the requirements / criteria
needed in filling out the questionnaire, such as age of ≥ 17 years old and at least high school
graduates. There were 168 respondents used as samples which were selected by using
incidental sampling technique. The data obtained from this study was further processed by
using AMOS program version 18.The results showed that the variables of marketing
communications positively and significantly affected risk perception and purchasing decisions,
but not significant positive affected consumer trust. Moreover variable of consumer trust
significantly affected purchasing decisions positively. While the risk perception variable
positively and significantly affected consumer trust, but not significantly affected purchase
decisions.