Pengaruh Persepsi Risiko dan Kepercayaan Konsumen terhadap Keputusan Pembelian Pinkflash di Kecamatan Cengkareng

Abstract

The development of marketplaces has changed consumer behavior in purchasing cosmetic products online, including Pinkflash products. In making purchasing decisions, consumers consider not only price and product variety but also perceived risk and trust in the product. This study aims to determine the effect of perceived risk and consumer trust on purchasing decisions for Pinkflash products in Cengkareng District, West Jakarta. This research employed a descriptive quantitative approach using a survey method. The sampling technique used was non-probability sampling with purposive sampling, involving 100 respondents. The partial test results showed that perceived risk had a t-value of 0.344 < 1.984 and a significance value of 0.732 > 0.05, indicating a positive but insignificant effect on purchasing decisions. Meanwhile, consumer trust had a t-value of 8.564 > 1.984 and a significance value of 0.001 < 0.05, indicating a positive and significant effect on purchasing decisions. Simultaneously, perceived risk and consumer trust had a positive and significant effect on purchasing decisions, with an F-value of 36.937 > 3.09, a significance value of 0.001 < 0.05, and a contribution of 43.2%. The findings imply that consumer trust should be strengthened through clear product information, reviews, and product safety assurance to increase purchasing decisions.