Abstract
Aims: This study examines the effect of perceived risk on consumers' online purchase intention at e-commerce for a specific clothing product. Mainly, in this research, there are six perceived risk factors: Financial risk, product risk, security risk, time risk, social risk, and psychological risk.
 Place and Duration of Study: This study was conducted in Indonesia, without any specific domicile in determining the respondents, from November 2022 to June 2023.
 Design/Methodology: This study uses a quantitative approach with data collection methods in an online questionnaire and is determined using non-probability purposive sampling. Data was obtained by distributing online questionnaires to 250 respondents who know Zalora (following the predetermined criteria). This research was processed using IBM SPSS Statistic 26.
 Results: This study's results show the negative effects of product risk and time risk on consumers' online purchase intention. On the other hand, it also shows that there is no effect from financial, security, social, or psychological risks on consumers' online purchase intention.
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