BUSINESS MANAGEMENT JOURNAL

This study aims to determine the effect of trust and risk perception on online purchasing decisions and the influence of price perception as a moderator variable on trust, risk perception, and online purchasing decisions. The analysis method used is PLS-SEM (Partial Least Square-Structural Equation Modeling) with a sample of 100 respondents. The results show that trust has a positive effect on online purchasing decisions and perceived risk has a negative effect on online purchasing decisions. Perceived price as a moderating variable weakens the influence of trust on online purchasing decisions but it does not have an influence on the relationship between risk perception and online buying decisions.
Keywords: trust, perceived risk, perceived price, purchase decision

Broillet, A., Dubosson, M., Varone, S. 2014. Risk Awareness from The Consumer‟s Side in Luxury ECommerce: An Empirical Study.

Demirdogen, O., et al. 2010. Customer Risk Perception of Internet Banking – A Study in Turkey. Journal of Applied Business Researc, Vol 26 (6), 57-68.

Hair, Joseph F. Jr., Christian M. Ringle, dan Marko Sarstedt. 2011. “PLSSEM: Indeed A Silver Bullet”. Journal of Marketing Theory and Practice 19:139-13.

Hair, Joseph F. Jr., G. Tomas M. Hult, Christian M. Ringle, dan Marko Sarstedt. 2014. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). United States of America: SAGE Publications, Inc. Kindle Edition.

Harris, L. C. dan Goode, M. M. 2010. Online Servicescape, Trust, and Purchase Intention. Journal Of Service Marketing, Volume 24 (3), 230-243.

Kidane, T.T. dan Sharma, R.R.K. 2016. Factors Affecting Consumers‟ Purchasing Decision Through ECommerce.

Proceedings of the 2016 International Conference on

Industrial Engineering and Operations Management, 159-

Kotler, Philip. 2011. Manajemen Pemasaran di Indonesia : Analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta : Penerbit Salemba Empat.

Kotler, P. dan Armstrong, G. 2012. Prinsip-Prinsip Pemasaran Edisi 13. Jakarta: Erlangga.

Kotler, P. dan Keller, K.L. 2012. Marketing Management: 14th Edition. New Jersey: Prentice Hall, Pearson Hall, Pearson Education, Inc.

Martiyanti, D. 2015. Perbedaan Gender Mengenai Perceived Risk Pada Pembelian Online. Kinerja Vol 12 (2), 140-149.

Mohmed., A.S.I., Azizan, N.B., Jali, M.Z. 2013. The Impact of Trust and Past Experience on Intention to Purchase in E-Commerce. International Journal of Engineering Research and Development, Vol 7 (10), 28-35.

Puspitasari, S.N. 2018. Konsumen Indonesia Habiskan 4 Menit saat Belanja Online [online] (diupdate 11 April 2018) Tersedia di: http://www.pikiranrakyat. com/hidupgaya/

/04/11/konsumenindonesia-habiskan-4-menit- saatbelanja-daring-422664.

Putera, A.D. 2018. The Big Start Indonesia: Mencermati Shifting Perilaku Konsumen di ECommerce [online] (diupdate 27 Juli 2018) Tersedia di: https://ekonomi.kompas.com/read/2018/07/27/131900326/thebig-start-indonesia--mencermatishifting-perilaku-konsumen-di-ecommerce.

Sharma, J.K dan Kurien, D. 2017.Perceived Risk in E-Commerce: A Demographic Perspective. NMIMS Management Review, Vol 34 (1), 31-57.

Setiawan, R. dan Achyar, A. 2012. Effects of Perceived Trust and Perceived Price on Customers‟ Intention to Buy in Online Store in Indonesia. Asean Marketing Journal, Vol 4 (1), 26-36.

Suryani, T. 2013. Perilaku Konsumen di Era Internet.Yogyakarta : Graha Ilmu.