PENGARUH PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Shopee di Tulungagung)

This study aims to understand consumer responses regarding perceived risk, purchase interest, and purchasing decisions on Shopee. It also seeks to determine the effect of perceived risk on purchasing decisions, the effect of perceived risk on purchase interest, the effect of purchase interest on purchasing decisions, and the mediating effect of purchase interest on the relationship between perceived risk and purchasing decisions. The population in this study consists of Shopee consumers in Tulungagung. Due to the unknown exact number, the researcher used purposive sampling with a total of 120 respondents. This study employs partial least squares (PLS) analysis using the SmartPLS 4 application. The questionnaire was distributed via Google Forms. The results of this study indicate that perceived risk has a negatif and significant effect on purchasing decisions, perceived risk has a negative and significant effect on purchase interest, purchase interest has a positive and significant effect on purchasing decisions, and purchase interest can mediate the effect of perceived risk on purchasing decisions