THE INFLUENCE OF SECURITY, CONVENIENCE AND RISK PERFORMANCE TOWARD PURCHASE DECISION ON TOKOPEDIA.COM AT BEKASI AREA

Abstract

A new paradigm of customer behavior of shopping context has emerged, however, the advent of technology which is internet is the factors of phenomenon happens. People nowadays shop online in many e-commerce store that has emerge. Tokopedia.com is one of the growing emergence of e-commerce site as the online marketplace in Indonesia. Tokopedia.com already have ranked pretty well as an online shop that was present in Indonesia, but Tokopedia.com still compete with other online shop. Security of shopping in Tokopedia.com is already fairly well up to this point, but can still be the occurrence of fraud cases as the goods are not delivered to the buyer. Convenience of use Tokopedia.com application as well as doing purchase decision also are still less well than other online shop. Risk Performance that still occasionally occur in making purchase decision at Tokopedia.com. Hence, the researcher interested to have a quantitative research on The Influence of Security, Convenience, and Risk Performance toward Purchase Decision on Tokopedia.com a study case of Bekasi area. This study used the non-probability sampling with purposive sampling method, 221 respondents were taken part, and the data was tested by using structural SPSS 2.0. The result of the findings showed that Security has significant influence on purchase Decision, while Convenience has no significant influence on purchase decision and Risk Performance has no significant influence on purchase decision.