Pengaruh Persepsi Resiko Dan Persepsi Teknologi Terhadap Kepuasan Konsumen Berbelanja Di E- Commerce Shopee ( Studi Kasus Pada Kalangan Generasi Milenal Di Kecamatan Lima Puluh)

Perdana, Oci Aprillia (2021) Pengaruh Persepsi Resiko Dan Persepsi Teknologi Terhadap Kepuasan Konsumen Berbelanja Di E- Commerce Shopee ( Studi Kasus Pada Kalangan Generasi Milenal Di Kecamatan Lima Puluh). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the effect of perceived risk and perceived technology on consumer satisfaction shopping at e-commerce Shopee. The research method used is descriptive and quantitative methods. Types and sources of data using primary data and secondary data. The data collection technique uses a questionnaire that has been tested for validity and reliability. The research subjects were 55 respondents using purposive probability sampling technique. Meanwhile, the data analysis technique used was multiple linear regression equation. Based on the results of the t test, it was found that partially risk perception had a significant negative effect on consumer satisfaction and technology perception had a significant positive effect on consumer satisfaction shopping at e-commerce shopee. Furthermore, based on the F test, it was found that the perception of risk and perception of technology simultaneously had a significant effect on consumer satisfaction shopping at shopee, with a coefficient of determination (R²) of 26.1% and the rest was influenced by other factors that were not discussed further in this study.

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