The Role of the Perceived Risk to Purchase Decision (For Consumers Who Use Online Shopping Technology)

Abstract

Online shopping is a recent phenomenon is a trend for the future of shopping method. The high enthusiastic consumer through online shopping method is inseparable from the perceived risk that consumer will face. Consumers' perceived risk has been considered as a fundamental concern of the purchase decision process. This research aims to know the relationship between the perceived risk and the purchase decision on online shop consumer. The total participants in this research are 385 people. This research was using accidental sampling and snowball sampling. The results of this research show that there is a negative and significant relationship (r =-0,517 **, p = 0000 < 0.05) between perceived risk with purchase decisions on online shop consumers. This research also found that all dimensions of perceived risk have negative and significant relationships with the purchase decision. As the result of data concluded that the increase of perceived risk by consumers when shopping online would result in lowering the purchasing decision of the consumers to shop online.