Pengaruh Kepercayaan, E-WOM, dan Persepsi Risiko Terhadap Keputusan Pembelian Konsumen di Bukalapak

Consumer purchasing decisions in Bukalapak have been decreasing so this study aims to determine whether the variables of trust, e-WOM, and perceived risk have an influence on consumer purchasing decisions at Bukalapak. The population in this study are consumers who have made purchases at Bukalapak. In this study, the sampling technique used was purposive sampling with a total sample of 100 respondents and the data collection technique used was questionnaire instrument. The analysis techniques used were validity test, reliability test, classical assumption test consisting of normality test, heteroscedasticity test, and multicollinearity test, multiple regression analysis, hypothesis testing consisting of t test and coefficient of determination. The results showed that the trust variable and the e-WOM variable had a positive and significant impact on consumer purchasing decisions at Bukalapak. Meanwhile, the perceived risk variable had a negative and significant effect on consumer purchasing decisions at Bukalapak. The suggestion for this research is that Bukalapak must determine a strategy which makes consumers interested in making purchases at Bukalapak.

Keywords: Trust, E-WOM, Perceived Risk, Purchase Decision