PENGARUH PAY LATER, ONLINE CUSTOMER REVIEW DAN RISIKO TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ONLINE (STUDI EMPIRIS PADA MARKETPLACE)

Abstract

ABSTRACT This research aims to test and analyze the influence of pay later, online customer reviews and risk on online smartphone purchasing decisions using empirical studies on marketplaces and comparative studies. The method used in this research is a quantitative method by distributing questionnaires online. The sample in this study consisted of 150 respondents. Consumers who have made at least one purchase of smartphone products online on one of the Tokopedia, Shopee and Blibli.com marketplaces using a sampling technique, namely purposive sampling. This research data was processed using the SmartPLS Multi Group Analysis (MGA) 3.0 analysis tool and the research method used Structural Equation Modeling (SEM). The results of this research show that: Pay Later, Online Customer Reviews and Risk have a significant influence on Purchasing Decisions. The results of hypothesis testing on Tokopedia show that pay later, online customer reviews and risk have a significant influence on online smartphone purchasing decisions, Shopee shows that online customer reviews do not have a significant influence on online smartphone purchasing decisions and Blibli.com shows that the risk variable has a significant influence on online smartphone purchasing decisions. A comparative study on the three marketplaces shows that Tokopedia, Shopee and Blibli.com do not show significant differences in online smartphone purchasing decisions. Keywords: pay later, online customer reviews, risks and online purchasing decisions.

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