ANALISIS PENGARUH KEPERCAYAAN, KEAMANAN, KUALITAS PELAYANAN DAN PERSEPSI AKAN RESIKO TERHADAP KEPUTUSAN PEMBELIAN MELALUI SITUS JEJARING SOSIAL (SOCIAL NETWORKING WEBSITES) (Studi Pada Mahasiswa di Kota Semarang)

摘要

This study aims is to determine the effect of trust, security, quality of service and perceived risk on purchasing decisions through social networking websites on students in Semarang. The population is all of the consumers who purchased products through social media (facebook and twitter) are huge in numbers or unknown numbers. The type of data used is primary data by using questionnaire method. Sampling technique was using non probability sampling with a sample of 113 respondents. The analysis technique used is multiple regression. The results showed that: 1) Trust affect positively and insignificant for purchasing decisions. 2). Security affect negatively and insignificant for purchasing decisions. 3). Quality of Service affect positively and significant impact on purchasing decisions. 4). Perceived risk affect positively and significant impact on purchasing decisions. Adjusted R Square of 64.9%.