Influence of Perceived Risk on The Purchase Intention of Foreign Product through Online Marketplace

Wonder, Alice and Serrano, Levi and Claresta, Nathania (2019) Influence of Perceived Risk on The Purchase Intention of Foreign Product through Online Marketplace. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perceived risk (financial risk, product risk, security risk, time risk, social risk, and psychological risk) are considered as a fundamental thing that can affect the purchase intention of customers to buy foreign products using the online marketplace. This study aims to determine what risks influence on the purchase intention of Indonesian online shopper in buying foreign products. The survey method is used as a data collection technique and this research is a quantitative study. The total respondents were 280 people and data from this study were analysed using IBM SPSS Statistics 25. This study found that security risk does not have a significant effect on customer purchase intentions for buying overseas products using the online marketplace. The other five risks have a significant effect. This research is suitable for online marketers to find out what perceptions of risk experienced by consumers. / Risiko yang dipersepsikan (risiko keuangan, risiko produk, risiko keamanan, risiko waktu, risiko sosial, dan risiko psikologis) dianggap sebagai hal mendasar yang dapat memengaruhi niat pembelian pelanggan untuk membeli produk luar negeri menggunakan pasar online. Penelitian ini bertujuan untuk mengetahui risiko apa saja yang mempengaruhi minat beli pembelanja online Indonesia dalam membeli produk asing. Metode survei digunakan sebagai teknik pengumpulan data dan penelitian ini adalah penelitian kuantitatif. Total responden adalah 280 orang dan data dari penelitian ini dianalisis menggunakan IBM SPSS Statistics 25. Studi ini menemukan bahwa risiko keamanan tidak memiliki pengaruh yang signifikan terhadap niat pembelian pelanggan untuk membeli produk luar negeri menggunakan pasar online. Lima risiko lainnya memiliki efek signifikan. Penelitian ini cocok untuk pemasar online untuk mengetahui persepsi risiko apa yang dialami oleh konsumen.

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