EFFECT OF RISK PERCEPTION, TRUST, AND PSYCHOLOGY OF YOUTH CLOTHING ONLINE PURCHASE DECISION AMONG UNIVERSITY STUDENTS PANDANARAN SEMARANG

Abstract

This research aims to determine how much influence the perception of risk, trust, and psychology consumer of the decision to buy teens clothes online. In this research the number of used samples were 82 students and retreived using accidental sampling method. Partially showed that the variables perception of risk, and psychology  influences on online purchase decision while trust variable does not affect on online purchase decision. From the F test result obtained F _value > F _table (49,777 > 2,72) with sig _F < a (0,000 < 0,05) which means that variables perception of risk, trust, and psychology simultaeously influence on online purchase decision.

Keywords : Online purchase decision, perception of risk, trust, psychology