Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh mediasi persepsi resiko produk pada hubungan pengalaman belanja dan intensitas pembelian pada mahasiswa universitas syiah kuala. data dikumpulkan dari 150 mahasiswa dengan metode purposive sampling. hasil penelitian menunjukkan pengalaman belanja online berpengaruh positif signifikan terhadap intensitas pembelian dan persepsi resiko produk pada mahasiswa. persepsi resiko produk juga memiliki pengaruh negatif signifikan terhadap intensitas pembelian. persepsi resiko produk terbukti memediasi secara parsial hubungan antara pengalaman belanja dan intensitas pembelian mahasiswa universitas syiah kuala . kata kunci : pengalaman belanja, persepsi resiko produk, intensitas pembelian ? abstract this study aims to test the effects of mediating risk perseption of products on the relationship of shopping experience and intensity of purchases on syiah kuala university students.the data were collected from 150 students with purposive sampling techniques. the result of the study show that online shopping has a positive significant effects on purchases and product risk perception on students. product risk perception also has a significant negative effect on purchases. product risk perceptions are proven in mediation partially the relationship between shopping experience and the intensity of purchases on syiah kuala university students. key word : shopping experience, product risk perception, purchase intensity.