ANALYSIS OF E-TRUST, PERCEIVED RISK, AND INFORMATION QUALITY INFLUENCES TOWARD CUSTOMER PURCHASING DECISIONS OF SHOPEE

Abstract

Research regarding the influences of trust, information quality and also perceived risk toward purchasing decision needed to be conducted in order to get better understanding about how people in the current era think about something practical, which is by using the e-business platform especially among students who are the objects of the research. Shopee as one of the major powers and also has a big market in Manado now also face the same problem, regarding trust, information quality and also risk. The purpose of this study is to find out the effect of E-Trust, Perceived Risk and Information Quality toward Customer Purchasing Decisions of Shopee, particularly the students who use the platform. This study uses quantitative method and multiple linear regression as data analysis method. The finding of this study shows that independent variables which are Trust, Perceived Risk and Information Quality simultaneously affect the Customer Purchasing Decision. Based on the result, the researcher provided several recommendations which are: the company can provide statistics regarding the customer satisfaction. Next is to provide the customers with guarantee when purchasing goods, such as giving warrantee or special prices when miscommunication happens during the shipping process. The last is company need to make rules for vendors that do cooperation with the platform, the rule is regarding exposure of information.

Keywords: e-trust, perceived risk, information quality, customer purchasing decision