Pengaruh Kepercayaan dan Persepsi Risiko terhadap Minat Beli Kosmetik Berisu Legalitas
DOI:
https://doi.org/10.69693/ijmst.v4i3.12194Keywords:
E-Commerce, Kepercayaan, Kosmetik, Minat Beli, Persepsi RisikoAbstract
Perkembangan e-commerce telah meningkatkan kemudahan masyarakat dalam memperoleh berbagai produk kosmetik. Namun, kemudahan tersebut juga diikuti dengan maraknya peredaran produk kosmetik yang memiliki isu legalitas sehingga dapat memengaruhi minat beli konsumen. Kondisi ini mendorong konsumen untuk mempertimbangkan tingkat kepercayaan terhadap penjual serta risiko yang mungkin timbul sebelum melakukan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan dan persepsi risiko terhadap minat beli konsumen pada produk kosmetik berisu legalitas di platform e-commerce. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan IBM SPSS Statistics 2024 melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji parsial (uji t), uji simultan (uji F), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa kepercayaan berpengaruh positif dan signifikan terhadap minat beli konsumen, sedangkan persepsi risiko tidak berpengaruh signifikan terhadap minat beli. Uji simultan menunjukkan bahwa model penelitian layak digunakan dengan nilai signifikansi 0,001 (<0,05). Nilai Adjusted R Square sebesar 0,121 menunjukkan bahwa kedua variabel mampu menjelaskan 12,1% variasi minat beli konsumen, sedangkan 87,9% dipengaruhi oleh faktor lain di luar model penelitian. Penelitian ini menyimpulkan bahwa kepercayaan merupakan faktor yang lebih dominan dibandingkan persepsi risiko dalam memengaruhi minat beli konsumen terhadap produk kosmetik berisu legalitas di platform e-commerce.
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