The Influence of Brand Image, Perception of Ease and Perception of Risk on Purchase Intention through Trust in Shopee

Abstract

.This research is entitled "The Influence of Brand Image, Perception of Ease and Perception of Risk towards Purchase Intention through Trust in Shopee, Case Study in Communities in East Java". This study aims to examine and determine: (a) the effect of Brand Image, Perceived Ease, and Perception of Risk on Purchase Intention; (b) the effect of Brand Image, Perception of Ease and Perception of Risk on Trust; (c) Trust mediates the influence of Brand Image, Perception of Ease and Perception of Risk to Purchase Intention. This type of research is quantitative research. The number of samples used was 384 respondents. The sampling technique used was non-probability sampling, with the purposive sampling method. Data retrieval using a questionnaire with the distribution via a google form. The data analysis technique used path analysis through SmartPLS 3.0 software. The results of this study indicate that: (a) Brand Image (X1), Perception of Ease (X2), and Perception of Risk (X3) have a significant effect on Purchase Intention (Y); (b) Brand Image (X1), Perception of Ease (X2) and Perception of Risk (X3) have a significant effect towards Trust (Z); (c) Trust (Z) can mediate Brand Image (X1), Perception of Ease (X2) and Perception of Risk (X3) towards Purchase Intention (Y).

Keywords

• Brand Image, Perception of Ease, Perception of Risk, Purchase Intention, Trust