ABSTRACTPenelitian ini dilakukan untuk melihat hubungan antara perceived risk dan
intensi repurchase pada konsumen belanja online. Perceived risk diukur dengan
Perceived Risk in Online Shopping (Naiyi, 2004). Sementara intensi repurchase
diukur dengan Repurchase Intention Questionnaire (Chiu et al., 2008). Responden
merupakan 453 mahasiswa yang pernah melakukan perbelanjaan online, dan data
dikumpulkan dengan menggunakan kuesioner online. Hubungan kedua variabel
dilihat dengan menggunakan teknik Pearson Correlation. Hasil penelitian
menunjukkan bahwa terdapat hubungan negatif yang signifikan antara perceived
risk dengan intensi repurchase, dengan r = -0.271 (p < 0.01, 2-tailed). Artinya,
semakin tinggi perceived risk seseorang, semakin rendah intensi repurchase-nya.
Dengan demikian, disarankan bagi bisnis e-commerce untuk meminimalisir
perceived risk konsumen, dengan misalnya memberi jaminan penggantian barang.
This study was conducted to find the relationship between perceived risk
and repurchase intention in online shopping consumer. Perceived risk was
measured using Perceived Risk in Online Shopping (Naiyi, 2008), and repurchase
intention was measured using Repurchase Intention Questionnaire (Chiu, et al.,
2008). Respondents in this study were 453 college students who shopped online,
using online questionnaire. The relationship between both variables was
calculated using Pearson Correlation. Based on the result of this study, there is a
significant relationship between perceived risk and repurchase intention, with
negative correlation, with r = -0.271 (p < 0.01, 2-tailed), which means, the higher
perceived risk of someone’s own, the lower his/her intention to repurchase in the
same store/vendor. Therefore, it is recommended for e-commerce businesses to
minimize consumers’ perceived risk, for example, by product replacement
warranty.
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