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

Abstract

Miss Doux is a business startup that was established in 2015 and is running in wedding souvenirs sector that provides flower diffuser that uses aromatherapy, which can be bought online by the customer. The anxiety of buying online can easily happen which triggers the risk perception from customers that is also caused by the lack of trust from the customers. The aim of this research is to find out how risk perception influences the buying intention of online products that is also influenced by the trust of customers. The research method used is quantitative where the data collection method used is a questionnaire, which was distributed to Miss Doux's Instagram account followers. The sampling technique used in the research is a simple random sampling. The result of the research showed that the risk perception and trust have a significant influence toward consumer intention of purchasing online in Miss Doux. There are also other findings where risk perception has a negative relationship with buying intention, while trust has a positive relationship with buying intention.