KEMUDAHAN, KEPERCAYAAN DAN PERSEPSI RESIKO TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA DOMPET DIGITAL OVO DI SURAKARTA

Abstract

A purchasing decision is a process of taking an opinion when making a product purchase. This research aims to know the simultaneous and partial relationships among Simplicity, Trust and Risk Perception to Purchasing Decisions of the OVO digital wallet users in Surakarta. The method of research is quantitative descriptive research design. The sampling technique is the purposive sampling method. Data was taken directly using a questionnaire of 100 respondents. The analytical methods used in the study is Multiple Linear Regression Analyses. The results showed that Simplicity, Trust and Risk Perception variables simultaneously & significantly impact on Purchasing Decision. Partially, Simplicity and Trust have positive and significant influence to Purchasing Decision while Risk Perception has no significant effect. Keywords: Simplicity, Trust, Risk Perception, Purchasing Decision