PENGARUH KEPERCAYAAN, KEMUDAHAN DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN JASA GOJEK DI KOTA SEMARANG YANG DIMEDIASI MINAT BELI SEBAGAI VARIABEL INTERVENING

Abstract

Trust, Ease, Risk Perception and Buying Interest Consumers are one of the factors that are
expected to improve Buying Service Decision Go-Jek online transportation in Semarang City.
The formulation of the problem in this research is to know how the influence of trust, ease
and perception of risk to purchasing decision of Go-Jek service in Semarang City, through
consumer buying interest as intervening variable. The purpose of this study was to analyze the
influence of trust, convenience, and risk perception of purchasing decision through consumer
buying interest as intervening variable. The population in this study is the consumer of Go-Jek
transportation users in Semarang City with a sample of 120 people using the formula Rao
Purba. Methods of collecting documentation data and questionnaires, analytical methods
of instrument test (validity test and reliability test), descriptive analysis of index answers per
variable, classical assumption test and regresion path analysis, and using the test of sobel.
The result of the research shows that there is positive and significant influence of trust, ease of
buying decision of service with consumer buying interest as intervening variable, and there is
negative and significant influence of risk perception to purchase decision with buying interest
as intervening variable. The buying interest variable able to mediate the influence of trust, ease
and perception of risk to purchase decision is evidenced by the test of sobel.
Keywords : Trust, Ease, Risk Perception, Buying Interest, Buying DecisionTrust, Ease, Risk Perception and Buying Interest Consumers are one of the factors that are
expected to improve Buying Service Decision Go-Jek online transportation in Semarang City.
The formulation of the problem in this research is to know how the influence of trust, ease
and perception of risk to purchasing decision of Go-Jek service in Semarang City, through
consumer buying interest as intervening variable. The purpose of this study was to analyze the
influence of trust, convenience, and risk perception of purchasing decision through consumer
buying interest as intervening variable. The population in this study is the consumer of Go-Jek
transportation users in Semarang City with a sample of 120 people using the formula Rao
Purba. Methods of collecting documentation data and questionnaires, analytical methods
of instrument test (validity test and reliability test), descriptive analysis of index answers per
variable, classical assumption test and regresion path analysis, and using the test of sobel.
The result of the research shows that there is positive and significant influence of trust, ease of
buying decision of service with consumer buying interest as intervening variable, and there is
negative and significant influence of risk perception to purchase decision with buying interest
as intervening variable. The buying interest variable able to mediate the influence of trust, ease
and perception of risk to purchase decision is evidenced by the test of sobel.

Keywords : Trust, Ease, Risk Perception, Buying Interest, Buying Decision