PENGARUH HARGA, KEPERCAYAAN, KEAMANAN, DAN PERSEPSI AKAN RISIKO TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE MELALUI INSTAGRAM

Abstract

This research aimed to find out the influence of price, trust, security and perception of the risk in purchasing the NIKE Shoes trought the Instagram. The sample of this research were 98 respondents. Data analysis teachnique in this test used instrument test, classic assumption test, multiple linear regression and hypothesis test.The result showed that the variables of price, trust, security and perception of risk had an influence on purchasing decisions. This was proved by the t test. The price variable had significant value below 0.05, wich equal to 0,000, while the confidence and security variabel had significant value below 0.05, which is equal to 0.015 and 0.015. And the perception of risk variabel had significant value below 0.05, which was 0.026. From the simultaneous testing of hypotheses, this research indicated that price, trust, security, and perception of risk had an influence together on purchasing decisions. This had proved that the results of the F test showed the F value of 24.325 and the significant value of 0.000.
Keywords: price, trust, security, perception of risk