THE EFFECT OF TRUST, PERCEIVED RISK, AND E-WOM TOWARDS TABEMASUDON’S ONLINE PURCHASE INTENTION

Abstract

The writing of this research is motivated by the problems that occur in a new online-based business Tabemasudon that has not yet reached its optimal sales target and brand recognition. The problem in this research is based on the factors that affect the new brand in the sales market. Thus, the study will emphasize three variables which are, trust, risk perception, and e-WOM on online purchase intention. These three variables will be a guidance for the author in running Tabemasudon. The aim of this study is to determine how significant the three variables on online purchase intention towards Tabemasudon. Tabemasudon itself is an online business that is engaged in the food industry and serves Japanese specialties, which is, donburi. The population of this study was 138 people based on the number of Instagram followers and a sample of 103 people were taken. This study uses a questionnaire in the form of a Likert scale and the data is analyzed quantitatively using SPSS version 25.0. The results of this research indicate that trust, risk perception, and e-WOM significantly influence online purchase intention at Tabemasudon.