ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH DAN PERCEIVED RISK TERHADAP KEPERCAYAAN DAN KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE PADA MASYARAKAT KOTA PEKANBARU - ,; ,; ,; ,; , (LUCRUM : Jurnal Bisnis Terapan, 2022)
This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) and perceived risk on trust and purchasing decisions in E-Commerce in the people of Pekanbaru City. The population in this study were all E-Commerce users in Pekanbaru City, and by using the purposive sampling technique, a sample of 200 respondents was obtained. From the results of the Structural Equation Modeling (SEM-PLS) analysis of the answers to the questionnaire of 200 respondents, it was found that e-WOM and perceived risk have a significant effect on trust and purchasing decisions .   Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth ( e-WOM ) dan perceived risk terhadap kepercayaan dan keputusan pembelian di E-Commerce pada masyarakat Kota Pekanbaru. Populasi dalam penelitian ini adalah seluruh pengguna E-Commerce di Kota Pekanbaru, dan dengan menggunakan teknik purposive sampling, maka diperoleh sampel sebanyak 200 responden. Dari hasil analisis Structural Equation Modelling ( SEM-PLS ) terhadap jawaban kuesioner 200 orang responden tersebut ditemui bahwa e-WOM dan perceived risk berpengaruh signifikan terhadap kepercayaan dan keputusan pembelian.