Determination of Purchase Intensity in Online Shopping: Case on Syiah Kuala University Student

This study aims to examine the effect of mediating product risk perceptions on the relationship of shopping experience and the intensity of purchases on Syiah Kuala University students. The data were collected from 150 students using the purposive sampling technique. The results show that online shopping experience has a significant effect on purchasing intensity and product risk perception on students. Product risk perception also has a significant effect on the purchase intensity. Product risk perception is proven to partially mediate the relationship between shopping experience and the purchase intensity on Syiah Kuala University students. The result supports the theories and provides implications for both theory and practice. The limitation of this research is it uses only 3 variables and focuses in one object.