Perceived Risk on Online Shopping in South Sumatera Persepsi Risiko dalam Pembelian Online di Sumatera Selatan

Abstract

Perceived risk is a significant faktor that can impact each stage of the consumer decision-making process. This research aims to examine the nature of consumer perceived risk within the context of online shopping. A sample of 243 respondents was utilized, and data analysis was performed through exploratory faktor analysis. The findings identified six distinct risk dimensions that consumers associate with online purchasing: performance risk, functional risk, time and convenience risk, security risk, delivery risk, and information risk. To mitigate consumer apprehensions and foster increased online shopping activity, marketers should implement strategic adjustments by enhancing service quality, strengthening security measures, and ensuring data confidentiality.