Service Quality, Trust as a Moderating Variable, Security and Perceived Risk of Purchasing Decisions at Shopee

Abstract. Introduction. Consumers should also carefully consider the purchase of a product online, as online buying and selling cannot be separated from the issue of risk. This phenomenon mainly results from the fact that most transactions between sellers and buyers are conducted over the internet, where fraud, lack of privacy, delivery risk, and lack of quality assurance of goods are commonplace. Purpose. This study aims to obtain empirical evidence by understanding and analyzing the impact of service quality with trust as a moderating variable on purchasing decisions, the impact of service quality on purchasing decisions, the impact of safety on purchasing decisions, and the impact of perceived risk on purchasing decisions at Shopee. This study used a sample of 160 18- year-old male and female residents of South Sumatra who had used the Shopee application-selected using a sampling technique for a specific purpose. The research was analyzed using descriptive statistical methods with data on the frequency of respondents' responses regarding the given variables and Statistical Product and Service Solutions (SPSS). Results. Results of the study indicating that the trust variable significantly moderates the effect of service quality on purchasing decisions, service quality influences a positive effect on purchasing decisions, and security has a positive effect on purchasing decisions. Conclusions. Trust significantly moderates the effect of service quality on purchasing decisions at Shopee. Service quality has a significant effect on purchasing decisions at Shopee. Security has a significant effect on purchasing decisions at Shopee. Perceived risk has a significant effect on purchasing decisions at Shopee.