Ketakutan Kerugian Finansial, Kesadaran Merek, dan Merek Website pada Niat Beli Shopee: Peran Persepsi Risiko
Abstract
Abstract
This study aims to analyze the role of risk perception in mediating the effect of fear of financial loss, brand awareness, and website brand on consumer purchase intention in Shopee e-commerce. The research sample was obtained using probability sampling, involving 200 respondents from Jepara's Generation Z Muslim population. This study employs a quantitative approach with SEM analysis, processed using AMOS 24.0. The results show that risk perception does not mediate the fear of financial loss effect on online purchase intention. Brand awareness and website brand have been shown to have no direct impact on online purchase intention. Risk perception fully mediates the effect of brand awareness and website brand on online purchase intention. These findings indicate that consumers' perceived risk influences their decision-making in online shopping, particularly concerning brand awareness and website reputation. E-commerce businesses need to pay attention to and manage the negative risk perceptions felt by consumers when shopping online. Effective risk management can enhance consumer trust, which can increase purchase intention and positive responses toward the products on Shopee.
Keywords: Financial Losses; Brand Awareness; Website Brand; Purchase Intention; Perceived Risk.
Abstrak
Penelitian ini bertujuan untuk menganalisis peran persepsi risiko dalam memediasi pengaruh ketakutan terhadap kerugian finansial, kesadaran merek, dan merek website pada niat beli konsumen di e-commerce Shopee. Sampel penelitian diambil dengan menggunakan teknik probabilitas, yang melibatkan 200 responden dari populasi generasi Z muslim di Jepara. Penelitian ini menggunakan metode kuantitatif dengan analisis Structural Equation Modeling yang diolah menggunakan AMOS 24.0. Hasil penelitian ini bahwa persepsi risiko tidak dapat memediasi pengaruh ketakutan kerugian finansial terhadap niat beli online. Selain itu, kesadaran merek dan merek website terbukti tidak berpengaruh secara langsung terhadap niat beli online. Persepsi risiko berhasil memediasi sepenuhnya pengaruh kesadaran merek dan merek website terhadap niat beli online. Temuan ini memberikan indikasi bahwa persepsi risiko yang dirasakan oleh konsumen mempengaruhi keputusan mereka dalam berbelanja online, khususnya pada aspek yang berkaitan dengan kesadaran merek dan reputasi website. Pelaku usaha e-commerce perlu memperhatikan dan mengelola persepsi risiko negatif yang dirasakan konsumen dalam berbelanja online. Pengelolaan risiko yang baik akan meningkatkan kepercayaan konsumen, yang pada gilirannya dapat meningkatkan niat beli dan respon positif terhadap produk di Shopee.
Kata Kunci: Kerugian Finansial; Kesadaran Merek; Merek Website; Niat Beli; Persepsi Risiko.
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