The Effect of Online Service Quality and Perceived Risk on Purchasing decisions in Shopee through Customer Trust

Abstract

This research sought to examine four variables in terms of service quality, perceived risk, purchasing decision, and customer trust. It aims to examine the effect of service quality and perceived risk on purchasing decisions in Shopee through customer trust. The design of the research was quantitative, the research respondents were postgraduate students at Universitas Merdeka Malang class of 2018 and 2019 intakeswhich involved 156 active students. To take samples, the probability sampling technique and the Slovid formula tolerable error rate of 5%was obtained for 113 sample respondents. Primary data collection used a questionnaire thatwassupported by the Google Form application. For data analysis usingthe path analysis technique. Research Findings showed that the quality of service has a significant effect on customer trust, perceived risk has a significant influence on customer trust. Service quality affects purchasing decisions; customer decisions significantly affect purchasing decisions. In a brief, the four service qualities and perceived risk influence purchasing decisions through customer trust are accepted.