PENGARUH SUMBER INFORMASI, KEAMANAN,DAN PERSEPSI RESIKO TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE

Sari

This study aims to analyze the influence of information sources, security, and risk perception on
purchasing decisions in the Shopee marketplace. Sampling with purposive sampling as many as 102
STIM YKPN students who have purchased goods in the Shopee marketplace. Data is collected by
questionnaires that are distributed offline and online through Google form. Hypothesis test results
indicate that the source of information, security, and risk perception have a positive and significant
impact on product purchasing decisions in the shopee marketplace. Security is the most dominant
variable influencing purchasing decisions in this marketplace.