The Influence of Perceived Financial, Product-Quality, and Privacy Risks on Online Purchasing Decisions on TikTok Shop (A Case Study of Students of the Business Administration Department, Ujung Pandang State Polytechnic)
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Abstract
This research aims to determine the influence of risk perception on online purchasing decisions on TikTok Shop, with a focus on students majoring in Business Administration at the State Polytechnic of Ujung Pandang. The rapid development of e-commerce and social commerce has changed consumer buying behavior, especially among young consumers who tend to prioritize convenience and digital interaction. However, the presence of perceived risks such as product quality, financial loss, or delivery delays can affect purchasing decisions. This research uses a quantitative descriptive approach with a total of 88 respondents obtained through purposive sampling. Data were collected using questionnaires and interviews and analyzed using Partial Least Square (PLS) through SmartPLS 4. The data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach with SmartPLS 4, which involved two main stages: evaluation of the measurement model (outer model) and evaluation of the structural model (inner model). The measurement model was assessed through convergent validity (outer loadings and Average Variance Extracted/AVE), discriminant validity (HTMT criterion), and composite reliability. The structural model was evaluated using path coefficients, t-statistics obtained through bootstrapping (5,000 resamples), R² values, and significance levels (p-values). The results show that risk perception significantly affects online purchasing decisions on TikTok Shop. High perceived risks related to product quality, transaction security, and delivery time can influence students’ decision-making in online shopping behavior.
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