Restuti, S., Musfar, T. F., & Nabilla, G. P.
Effect of reference groups and risk perceptions on trust and online purchase decisions in Generation X in Pekanbaru. |
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Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-12-104-54
DOI: https://dx.doi.org/10.15863/TAS.2021.12.104.54
Language: English
Citation: Restuti, S., Musfar, T. F., & Nabilla, G. P. (2021). Effect of reference groups and risk perceptions on trust and online purchase decisions in Generation X in Pekanbaru. ISJ Theoretical & Applied Science, 12 (104), 541- 552. Soi: http://s-o-i.org/1.1/TAS-12-104-54 Doi: https://dx.doi.org/10.15863/TAS.2021.12.104.54 |
Pages: 541-552
Published: 30.12.2021
Abstract: Technological advances are currently very influential on every social activity so that people's lifestyles change, one of which is shopping online.Some people of course feel this change, one of which is Generation X. several things can influence consumers in deciding to shop online, namely reference groups, consumer perceived risks, and consumer confidence in online shopping patterns. The purpose of this study was to determine the effect of these factors on consumer confidence and online purchasing decisions in Generation X in Pekanbaru. Primary data collection is in the form of a questionnaire as a research instrument. A total of 100 people belonging to Generation X in Pekanbaru and had shopped online were used as respondents with the Non-Probability Sampling Technique. The method used is Explanatory Research with data analysis test, classical assumption test, hypothesis test, and path analysis as data testing flow. Data testing is assisted by the SPSS version 25 application. The results of this study indicate that the Reference Group has a positive and significant effect on Trust and Online Purchase Decisions. Trust and Online Purchase Decisions are negatively influenced by risk perception. Online purchase decisions are influenced by trust in a good and significant way. Through Generation Z Trust in Pekanbaru, there is a considerable relationship between the Reference Group and Risk Perception on Online Purchase Decisions.
Key words: Reference Group, Risk Perception, Consumer Trust, Online Purchasing Decisions, Generation X.
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