Kepercayaan sebagai Variabel Mediasi Pengaruh Risiko Kinerja, Risiko Keuangan, Risiko Pembelian Online, E-Wom Influencer terhadap Minat Pembelian Online pada Mahasiswa di Yogyakarta

Authors

  • Tiara Ovtaviana Universitas Teknologi Yogyakarta, Indonesia
  • Ifah Rofiqoh Universitas Teknologi Yogyakarta, Indonesia

DOI:

https://doi.org/10.58344/locus.v5i4.5704

Keywords:

minat pembelian online, persepsi risiko, kepercayaan, e-WOM influencer, mahasiswa, e-commerce

Abstract

Perkembangan e-commerce di Indonesia telah mengubah perilaku pembelian konsumen, namun juga menimbulkan berbagai persepsi risiko yang dapat menghambat minat beli online. Penelitian ini bertujuan untuk menganalisis pengaruh risiko kinerja, risiko keuangan, risiko pembelian online, dan e-WOM influencer terhadap minat pembelian online dengan kepercayaan sebagai variabel mediasi pada mahasiswa di Yogyakarta. Penelitian menggunakan pendekatan kuantitatif dengan data primer dari kuesioner yang disebarkan kepada 209 mahasiswa di Yogyakarta yang memiliki pengalaman berbelanja online. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS. Risiko kinerja, risiko keuangan, dan risiko pembelian online berpengaruh negatif dan signifikan terhadap minat pembelian online (p<0,05). Sebaliknya, e-WOM influencer berpengaruh positif dan signifikan terhadap minat pembelian online (p<0,05). Kepercayaan berpengaruh positif dan signifikan terhadap minat pembelian online serta terbukti memediasi pengaruh risiko kinerja dan risiko keuangan. Kepercayaan berperan sebagai mekanisme psikologis penting yang dapat mengurangi dampak negatif persepsi risiko terhadap minat beli online. Implikasi penelitian menekankan pentingnya peningkatan kepercayaan dan pengelolaan risiko dalam mendorong minat pembelian online mahasiswa. Kata kunci: minat pembelian online, persepsi risiko, kepercayaan, e-WOM influencer, mahasiswa.

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Published

2026-04-09

Issue

Vol. 5 No. 4 (2026): JURNAL LOCUS: Penelitian dan Pengabdian

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Articles

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Copyright (c) 2026 Tiara Ovtaviana, Ifah Rofiqoh

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