The Effect of Trust, Security, Service Quality, and Risk Perception of Purchasing Decisions Through Social Network Sites

Abstract

This study aims to determine whether the Effect of Trust, Safety, Service Quality and Risk Perception on Purchasing Decisions Through Social Networking Sites. This research was conducted for three months from October to December 2019. The research method used was a survey method with a quantity approach. The population in this study is millennial population of 200 respondents. Data collection techniques using literature and questionnaire techniques. The data analysis technique used SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). The results show that each variable has the same effect. So it can be said, if the Purchase Decision through social networking sites is high then it certainly has Trust, Security, Service Quality and Risk Perception that will be felt. Trust, Safety, Quality of Service and Perception of good risks will certainly result in Purchase Decisions through high social networking sites. The description above shows that there is a joint and significant influence between Trust, Safety, Service Quality, and Risk Perception.