Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia

Research Article

Influencers on social media, Trust, Risk and Their Effect on Purchase Decisions through E-Commerce in Office Administration Education Students, Department of Economics Education, Universitas Negeri Semarang

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  • @INPROCEEDINGS{10.4108/eai.9-8-2022.2338635,
        author={Hengky  Pramusinto and Marimin  Marimin and Inarotul  Uyun},
        title={Influencers on social media, Trust, Risk and Their Effect on Purchase Decisions through E-Commerce in Office Administration Education Students, Department of Economics Education, Universitas Negeri Semarang},
        proceedings={Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICE-BEES},
        year={2023},
        month={11},
        keywords={social media influencer trust risk purchase decision e-commerce},
        doi={10.4108/eai.9-8-2022.2338635}
    }
    
  • Hengky Pramusinto
    Marimin Marimin
    Inarotul Uyun
    Year: 2023
    Influencers on social media, Trust, Risk and Their Effect on Purchase Decisions through E-Commerce in Office Administration Education Students, Department of Economics Education, Universitas Negeri Semarang
    ICE-BEES
    EAI
    DOI: 10.4108/eai.9-8-2022.2338635
Hengky Pramusinto1,*, Marimin Marimin1, Inarotul Uyun1
  • 1: Universitas Negeri Semarang
*Contact email: hpramusinto@mail.unnes.ac.id

Abstract

The e-commerce growth in Indonesia can be said to be very fast because e-commerce has become an alternative for many people to find and buy products. This study determines the influencers on social media, trust and risk on student choosing purchases effect through e-commerce by Office Administration Education Department of Economics Education students, State University of Semarang. Respondents in this research were of Office Administration Education Department of Economics FE UNNES students who took e-commerce courses and had used the e-commerce platform. The data analysis is quantitative using the multiple linear regression method using the SPSS program. Results describe that social media influencers have no significant effect on purchasing decisions, while trust has a significant positive influence on purchasing decisions, also risk has a positive and significant influence on purchasing decisions through e-commerce platforms by the students. Simultaneously, social media influencers, trust, and risk have an influence of 32.8%.