ANALISA PENGARUH PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN DI AIRBNB

Evelien Alim Sompie, Melissa Gunawan

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh persepsi risiko guest terhadap keputusan pembeliannya di Airbnb. Penelitian ini menggunakan data berupa data primer dengan menyebarkan kuesioner secara online. Sampel yang digunakan adalah guest yang pernah menggunakan Airbnb dalam kurun waktu satu tahun ini (April 2016 – April 2017). Jumlah responden penelitian ini adalah 112 guest Airbnb. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisa data yang digunakan adalah uji regresi linear berganda dengan menggunakan program SPSS. Hasil penelitian menunjukkan bahwa dari keenam dimensi persepsi risiko yang ada, hanya social risk yang berpengaruh secara positif dan signifikan terhadap keputusan pembelian di Airbnb. Physical risk, performance risk, psychological risk, financial risk, dan time-loss risk memiliki hubungan yang searah dengan keputusan pembelian di Airbnb.

 

This study was aimed to examine the impact of guests’ risk perception toward Airbnb purchase decision. This study uses data in the form of primary data by distributing questionnaires through online. The samples are guests who have ever used Airbnb within the past year (April 2016 – April 2017). The number of respondents of this study were 112 Airbnb guests. Sampling technique used is purposive sampling. Data analysis technique used is multiple linear regression tests using SPSS. The results showed that from the six dimensions of risk perception, only social risk affects purchase decision in Airbnb positively and significantly. Physical risk, performance risk, psychological risk, and time-loss risk carry positive correlation toward purchase decision in Airbnb.


Keywords


Perilaku Konsumen, Persepsi Risiko, Keputusan Pembelian, Airbnb.

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