Pengaruh Kepercayaan dan Persepsi Risiko terhadap Keputusan Pembelian pada E-Commerce Shopee Masyarakat Kelurahan Paal V Kota Baru Jambi The Effect of Trust and Risk Perception on Purchase Decisions on Shopee E-Commerce among Residents of Paal V Urban Village Kota Baru Jambi

Abstract

The development of e-commerce has driven changes in consumer behavior when making purchasing decisions, including on the Shopee platform. However, research specifically examining trust and perceived risk within the context of the community of Paal V Urban Village, Kota Baru, Jambi, remains limited. This study aimed to analyze the effects of trust and perceived risk on purchasing decisions in Shopee e-commerce. The study employed a quantitative approach with a survey design. The respondents consisted of 100 Shopee users selected using proportionate stratified random sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results showed that trust had a significant effect on purchasing decisions (p < 0.001). Perceived risk also had a significant effect on purchasing decisions (p = 0.030). Simultaneously, trust and perceived risk had a significant effect on purchasing decisions in Shopee e-commerce. These findings confirm that trust and perceived risk are important factors in shaping consumers’ purchasing decisions on digital platforms. This study contributes to expanding research on digital consumer behavior within the context of a local community. In practical terms, e-commerce operators and sellers need to strengthen consumer trust and manage perceived risk by providing secure, transparent, and reliable services.