Pengaruh Keamanan Transaksi terhadap Persepsi Risiko dan Niat Pembelian Produk Anak pada E-Commerce
Keywords:
E-commerce, Keamanan Transaksi, Niat Beli, Persepsi Risiko, Produk AnakAbstract
Pertumbuhan pesat E-Commerce di Indonesia telah mengubah perilaku belanja konsumen, termasuk dalam pembelian produk anak. Namun, di tengah meningkatnya transaksi digital, keamanan transaksi masih menjadi kekhawatiran utama, terutama bagi orang tua yang memiliki tanggung jawab dalam memilih produk yang aman dan berkualitas. Kekhawatiran tersebut memunculkan persepsi risiko, yaitu kecemasan terhadap kualitas produk, potensi kerugian finansial, maupun privasi data yang dapat memengaruhi keputusan konsumen dalam berbelanja secara daring. Penelitian ini bertujuan untuk menganalisis pengaruh keamanan transaksi terhadap persepsi risiko serta pengaruh persepsi risiko terhadap niat pembelian produk anak melalui E-Commerce, dengan menempatkan persepsi risiko sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 114 responden pengguna E-Commerce, dan data dianalisis menggunakan metode Structural Equation Modeling - Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa keamanan transaksi berpengaruh negatif terhadap persepsi risiko, dan persepsi risiko terbukti berpengaruh negatif terhadap niat pembelian. Selain itu, keamanan transaksi juga berpengaruh secara tidak langsung terhadap niat pembelian melalui persepsi risiko sebagai variabel mediasi. Temuan ini menegaskan bahwa peningkatan sistem keamanan transaksi dan perlindungan data konsumen di platform E-Commerce dapat menurunkan persepsi risiko serta mendorong peningkatan niat pembelian produk anak secara daring.
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