PENGARUH KEAMANAN BERTRANSAKSI, KEMUDAHAN PENGGUNAAN, DAN PERSEPSI RISIKO TERHADAP MINAT BELI SECARA ONLINE DI SITUS E-COMMERCE LAZADA (Studi pada Pengguna Situs Lazada.id di Kota Semarang)

Abstract

Internet users in Indonesia are growing every year. Along with the development of the internet, the development of online shoping activities also evolved over time shifted some direct transaction activities. Increasing internet users, has attracted various business ventures. With internet entrepreneurs can market the product online, like on one of online trading sites that is Lazada.id. Lazada.id offers a wide range of daily necessities products to luxury items. This type of researcs uses purposive sampling technique, with a population of 100 respondents, the respondents should have made a purchase on the website Lazada.. The test used in this research is Descriptive Testing, Significance Testing, Correlation Testing, Determination Testing, Test t and f using computer software that is SPSS for windows version 20. Based on the results of calculation analysis using SPSS for windows version 20 can be explained that the results of direct impact test on this research model showed the results of positive and significant influence. All X variables have an influence on variable Y. Based on this, the researcher suggested to add and maximizing innovation in generating features related to transaction security, ease of use, and risk perception in order to maximize consumer buying interest.