PENGARUH PERCEIVED RISK DAN PRODUCT KNOWLEDGE TERHADAP ATTITUDE DAN PURCHASE INTENTION SERTA PURCHASE DECISION PADA PENGGUNA SHOPEE DI KOTA SAMARINDA --

ABSTRACT
This study aims to determine the effect of perceived risk and product knowledge on attitude and purchase intention and purchase decision of Shopee users in Samarinda City. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. This study used a sample of 154 people taken from a number of Shopee users in Samarinda City. The measurement scale uses a Likert scale with a score of 1 - 5. In this study, validity and reliability tests were also carried out, then estimation tests and structural model fit tests were carried out. Based on the structural model, it can be proven that perceived risk has a significant effect on attitude, product knowledge has a significant effect on attitude, perceived risk has no significant effect on purchase intention, product knowledge has a significant effect on purchase intention, perceived risk has a significant effect on purchase decisions, and product knowledge has a significant effect on purchase decision, attitude has no significant effect on purchase intention, attitude has no significant effect on purchase decision, purchase intention has no significant effect on purchase decision.
Keywords: Perceived Risk, Product Knowledge, attitude, purchase intention, purchase decision.