The Influence of Service Quality with Trust as a Moderating Variable, Security and Perceived Risk on Purchasing Decisions at Toko Pedia

The purpose of this study is to obtain empirical evidence by knowing and analyzing the influence of service quality with trust as a moderating variable, security and risk perception on purchasing decisions at Toko Pedia.The population in this study was all residents of South Sumatra who had made online purchases through Tokopedia. Therefore, the exact population size is unknown. The minimum number of respondents for this study was 150, which was considered sufficiently representative of the population being studied as it met the minimum sample size. Moderated Regression Analysis (MRA) was used for analysis through t-testing and F-testing. The results showedService Quality (X1) and Security (X2) positively and significantly increase consumer purchasing decisions. Although it sounds contradictory, Risk Perception (X3) also shows a positive and significant influence. The Trust (M) variable simultaneously strengthens the relationship between Service Quality (X1), Security (X2), and Risk Perception (X3) on Purchasing Decisions, but this moderating effect is not partially significant. Overall, improved service, security assurance, and good risk management on the Tokopedia platform are key factors in increasing consumer interest and purchasing decisions.