PENGARUH PERSEPSI KEMUDAHAN, KEMANFAATAN, DAN RISIKO PENGGUNA INTERNET MARKETING TERHADAP MINAT BERTRANSAKSI ONLINE DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pengunjung Toko Online Kota Palu)

Abstract

This study aimed to examine and analyze the direct influence of perceived ease, usefulness, and risk of internet marketing users on the interest in online transactions with trust as an intervening variable. The population of this research is social media users Facebook and Instagram in Palu City. The sample selection used accidental sampling, which is a sampling technique based on chance, that is, anyone who happens to meet the researcher can be used as a sample. The number of samples as many as 150 of the question indicator in the questionnaire refers to Hair with the formula n x 5, namely the sample and how to distribute the questionnaire using google form. The analytical method used is Partial Least Square (PLS) with the smartPLS 3.0 application. The results of this study indicate that perceived ease and trust have a significant positive effect on online transaction interest, perceived usefulness has no effect on online transaction interest, and perceived risk has a significant negative effect on online transaction interest. Perceptions of convenience and perceptions of risk have a direct effect on interest in online transactions which is mediated by trust and Perceptions of usefulness do not affect interest in online transactions which are mediated by trust.