THE INFLUENCE OF RISK, PROMOTION, AND TRUST ON PURCHASE INTEREST AT THE SHOPEE MARKETPLACE IN BATAM

Abstract

This research aims to determine the influence of risk perception, promotion and trust on purchasing interest at the Shopee marketplace in Batam. This study uses a quantitative approach. The population in this research is the people of Batam City who use the Shopee application who live in the Nagoya area. The number of samples taken was 100 people, sampling was carried out using non-probability sampling techniques through the purposive sampling method. Data processing using the SPSS Version 29 program includes descriptive analysis tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of this research show that the Risk Perception, Promotion and Trust variables have a positive and significant effect on Purchase Interest in the Shopee marketplace.