Pengaruh Kepercayaan, Kualitas Pelayanan Dan Persepsi Resiko Terhadap Keputusan Pembelian Online Pada E-Commerce Lazada

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The Influence of Trust, Service Quality, and Risk Perception on Online Purchasing Decisions at Lazada

Introduction

The rise of e-commerce platforms has revolutionized the way consumers shop for products online. In Indonesia, Lazada has emerged as one of the leading e-commerce platforms, offering convenience and practicality for consumers to shop for various products online. However, despite the growing popularity of online shopping, consumers still face various challenges and concerns when making online purchases. This study aims to investigate the factors that influence online purchasing decisions at Lazada, with a focus on trust, service quality, transaction security, and risk perception.

Background

The development of digital technology has given birth to an increasingly popular e-commerce platform in Indonesia. Lazada, as one of the leading e-commerce platforms, offers convenience and practicality for consumers to shop for various products online. However, consumers do not always believe directly to make online purchases. The decision to buy on an e-commerce platform is influenced by various factors, such as trust in the platform, the quality of services provided, transaction security, and risk perceptions felt by consumers.

Research Methodology

This study was conducted using a quantitative approach and involved 100 students of the Faculty of Economics and Business, University of North Sumatra, class of 2017-2018 who had online shopping experience at Lazada. Data was collected through a questionnaire and analyzed using descriptive analysis and multiple linear regression.

Results

The results showed that overall, trust, service quality, and transaction security had a positive and significant influence on online purchasing decisions at Lazada. That is, the higher the trust, service quality, and transaction security that consumers feel, the more likely they are to make online purchases at Lazada.

Partially, the trust and quality of service have a positive and significant influence on online purchasing decisions. This shows that consumers who have high trust in Lazada, and feel good quality of service, tend to be easier to decide to buy products on the platform. Transaction security also has a positive and significant influence, shows that consumers feel comfortable making transactions at Lazada because they feel their transactions are safe.

On the other hand, risk perception has a negative and significant influence on online purchasing decisions. That is, the higher the perception of the risk felt by consumers, the lower the chance they are to make online purchases at Lazada.

Discussion

Based on the results of this study, it can be concluded that service quality is the most dominant factor in influencing online purchasing decisions at Lazada. This shows that the e-commerce platform needs to focus on improving service quality to attract consumers and increase sales volume.

Suggestions for Lazada

To increase trust, service quality, and transaction security, as well as reduce risk perceptions of consumers, Lazada can implement the following strategies:

Increasing Trust

  • Building a good reputation: Lazada can increase consumer confidence by building a good reputation through responsive customer service programs, displaying positive testimonials from customers, and providing money back guarantees if the product does not match the description.
  • Improving customer service: Lazada can improve customer service by providing complete and accurate product information, ease of site navigation, and the fast and easy checkout process. In addition, responsive and friendly customer service will also improve service quality.

Improving Service Quality

  • Providing complete and accurate product information: Lazada can improve service quality by providing complete and accurate product information, ease of site navigation, and the fast and easy checkout process.
  • Improving customer service: Lazada can improve customer service by providing responsive and friendly customer service.

Improving Transaction Security

  • Using a strong and reliable security system: Lazada can increase transaction security using a strong and reliable security system, such as data encryption and two-factor verification.
  • Establishing cooperation with banks and financial institutions: Lazada can also establish cooperation with banks and financial institutions to provide security guarantees for payment.

Reducing Risk Perception

  • Providing clear information about product return and guarantee: Lazada can reduce risk perceptions by providing clear information about the product return and guarantee, as well as providing guarantees for product quality.
  • Providing guarantees for product quality: Lazada can also provide guarantees for product quality to reduce risk perceptions.

Conclusion

By implementing the right strategy to increase trust, service quality, transaction security, and reduce risk perception, Lazada can further increase its competitiveness in the e-commerce industry and attract more consumers to shop online on its platforms.
Frequently Asked Questions (FAQs) about the Influence of Trust, Service Quality, and Risk Perception on Online Purchasing Decisions at Lazada

Q1: What is the main objective of this study?

A1: The main objective of this study is to investigate the factors that influence online purchasing decisions at Lazada, with a focus on trust, service quality, transaction security, and risk perception.

Q2: What is the research methodology used in this study?

A2: This study was conducted using a quantitative approach and involved 100 students of the Faculty of Economics and Business, University of North Sumatra, class of 2017-2018 who had online shopping experience at Lazada. Data was collected through a questionnaire and analyzed using descriptive analysis and multiple linear regression.

Q3: What are the key findings of this study?

A3: The key findings of this study are:

  • Overall, trust, service quality, and transaction security have a positive and significant influence on online purchasing decisions at Lazada.
  • Partially, the trust and quality of service have a positive and significant influence on online purchasing decisions.
  • Transaction security also has a positive and significant influence, shows that consumers feel comfortable making transactions at Lazada because they feel their transactions are safe.
  • On the other hand, risk perception has a negative and significant influence on online purchasing decisions.

Q4: What are the implications of this study for Lazada?

A4: The implications of this study for Lazada are:

  • To increase trust, service quality, and transaction security, as well as reduce risk perceptions of consumers, Lazada can implement the following strategies:
    • Building a good reputation through responsive customer service programs, displaying positive testimonials from customers, and providing money back guarantees if the product does not match the description.
    • Improving customer service by providing complete and accurate product information, ease of site navigation, and the fast and easy checkout process.
    • Using a strong and reliable security system, such as data encryption and two-factor verification.
    • Establishing cooperation with banks and financial institutions to provide security guarantees for payment.
    • Providing clear information about the product return and guarantee, as well as providing guarantees for product quality.

Q5: What are the limitations of this study?

A5: The limitations of this study are:

  • The study was conducted using a quantitative approach, which may not capture the full range of factors that influence online purchasing decisions.
  • The study was limited to 100 students of the Faculty of Economics and Business, University of North Sumatra, class of 2017-2018 who had online shopping experience at Lazada.
  • The study did not investigate the impact of other factors, such as product features, price, and brand reputation, on online purchasing decisions.

Q6: What are the future research directions?

A6: The future research directions are:

  • Investigating the impact of other factors, such as product features, price, and brand reputation, on online purchasing decisions.
  • Conducting a qualitative study to capture the full range of factors that influence online purchasing decisions.
  • Investigating the impact of online purchasing decisions on consumer behavior and loyalty.

Q7: What are the practical implications of this study?

A7: The practical implications of this study are:

  • Online retailers, such as Lazada, can use the findings of this study to improve their service quality, transaction security, and risk perception management.
  • Online retailers can also use the findings of this study to develop targeted marketing strategies to attract and retain customers.
  • Policymakers can use the findings of this study to develop policies that promote online shopping and reduce the risks associated with online transactions.