PENGARUH WEBSITE QUALITY DAN KELOMPOK REFERENSI TERHADAP PERSEPSI RISIKO DAN KEPUTUSAN PEMBELIAN ONLINE PADA GENERASI Y DI KOTA PEKANBARU

Abstract

With the development of internet technology, it can provide communication benefits, as well as enlarge the online market network, one of which is as a medium for shopping. The internet supports various groups, including Generation Y, to do online shopping activities. By paying attention to the quality of service and references from the group to minimize the level of risk perception that plays a role when consumers want to decide to buy goods or services online. This study aims to determine how much influence the factors that influence Risk Perception and Online Purchase Decisions on Generation Y in the city of Pekanbaru. Primary data were collected using a questionnaire as an instrument and structured interviews were used as a complement in proving the results of the study. This study uses 100 Generation Y in the city of Pekanbaru who do online shopping as respondents with the Non-Probability Sampling technique. The method used is Explanatory Research with data analysis test, classical assumption test, hypothesis testing, and path analysis as a data testing flow and assisted by SPSS application in terms of data processing. The results of this study indicate that the Website Quality variable has a negative and insignificant effect on Risk Perception but has a positive and significant effect on Online Purchase Decisions. The Reference Group has a positive and significant effect on Risk Perception but has a positive and insignificant effect on Online Purchase Decisions. Risk Perception has a negative and insignificant effect on Online Purchase Decisions. The Reference Group has a significant effect on Online Purchase Decisions through Risk Perception and there is no significant influence between Website Quality on Online Purchase Decisions through Risk Perception.

Keywords: Website Quality, Reference Group, Risk Perception, Online Purchase Decision, Generation Y.