PENGARUH PROMOSI, KEPERCAYAAN KONSUMEN DAN PERSEPSI RESIKO TERHADAP MINAT BELI SECARA ONLINE PADA MARKETPLACE SHOPEE DI BATAM

Abstract

This study aims to determine the effect of promotion, consumer trust and risk perception
on buying interest partially or simultaneously. The population in this study are people who
live in Batu Aji. The number of samples taken as many as 100 people, sampling was done
using non-probability sampling technique. The data collection method used is primary data.
Data processing using SPSS Version 26 program. The results of this study indicate that
promotion partially affects buying interest which is indicated by the t-count value of 3,396>
t table1,984 and a significant value of 0.001 <0.05. Consumer confidence partially has no
effect on buying interest, which is indicated by the t count value of 1.502 < t table with
1.984 and a significant value of 0.136 > 0.05. Risk perception partially has no effect on
buying interest which is indicated by the t count value of 1.588 < t table and significant
value of 0.116 > 0.05. Promotion, consumer confidence and risk perception have a
simultaneous effect on buying interest which is shown from the calculated F value of
5,536 > 2.699 F table and Sig value 0.002 < 0.05. R square value of 0.129 which means
only 0.129% there is an influence from promotion, consumer confidence and risk
perception on buying interest and the remaining 9.871 is influenced by other variables that
are not variables in this study.