THE INFLUENCE OF RISK PERCEPTION AND TRUST TOWARD CONSUMER BUYING ONLINE INTENTION IN MISS DOUX

Abstract

THE INFLUENCE OF RISK PERCEPTION AND TRUST TOWARDCONSUMER BUYING ONLINE INTENTION IN MISS DOUX Miss Doux is a business startup that was established in 2015 and isrunning in wedding souvenirs sector that provides flower diffuser that usesaromatherapy, which can be bought online by the customer. The anxiety of buyingonline can easily happen which triggers the risk perception from customers that isalso caused by the lack of trust from the customers. The aim of this research is tofind out how risk perception influences the buying intention of online productsthat is also influenced by the trust of customers. The research method used isquantitative where the data collection method used is a questionnaire, which wasdistributed to Miss Doux's Instagram account followers. The sampling techniqueused in the research is a simple random sampling. The result of the researchshowed that the risk perception and trust have a significant influence towardconsumer intention of purchasing online in Miss Doux. There are also otherfindings where risk perception has a negative relationship with buying intention,while trust has a positive relationship with buying intention