HUBUNGAN ANTARA PERCEIVED RISK DENGAN KEPUTUSAN PEMBELIAN PENGGUNA PRODUK NATURAL SKINCARE X

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui hubungan perceived risk dan keputusan pembelian pengguna produk natural skincare X. Penelitian ini menggunakan metode penelitian kuantitatif dengan desain analisis korelasional. Sampel penelitian yang digunakan sebanyak 90 subjek berdasarkan teknik purposive-sampling dengan kriteria subjek yakni mahasiswa Universitas Negeri Surabaya pengguna produk natural skincare X dan pernah melakukan pembelian produk minimal 1 kali. Pengumpulan data dilakukan dengan menggunakan kuesioner yang berisikan skala perceived risk dan skala keputusan pembelian. Teknik analisis data dilakukan dengan menggunakan metode uji korelasi product moment dengan bantuan SPSS 26 for windows. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara perceived risk dengan keputusan pembelian pada pengguna natural skincare X dengan nilai signifikansi sebesar 0.000 dan nilai koefisien korelasi sebesar -0.562. Nilai tersebut menunjukkan bahwa dua variabel memiliki arah hubungan yang negatif sehingga semakin tinggi perceived risk yang dirasakan konsumen maka semakin rendah keputusan pembelian pada produk natural skincare X.
Kata Kunci: perceived risk, keputusan pembelian, natural skincare.
Abstract
This research aims to determine the relationship between perceived risk and consumers purchasing decision of natural skincare x product. This research method is quantitative with correlational design. The research sample used was 90 subjects based on the purposive-sampling technique with subject criteria, namely Surabaya State University students who used natural skincare X products and had purchased the product at least 1 time. Data collection using a perceived risk scale and the purchased decision scale. The data analysis technique used product moment correlational test method with the help of SPSS 26 for windows. The result of this study indicates that there is a significant relationship between perceived risk and purchasing decision on natural skincare users with a significant score of 0.000 and correlation score of -0.562. The results of data correlation analysis showed a negative correlation between the two variables, the higher the perceived risk perceived by consumers, the lower the purchase decision on the product natural skincare X.
Keywords: perceived risk, purchasing decision, natural skincare.