The Effect Of Perceived Risk And Ease Of Use On Purchase Intention Through Consumer Trust (Case Study Shopee.Com. In Makassar City)

This study aims to determine the effect of perceived risk and ease of use on purchase intention through consumer trust case studies on buying and selling online Shopee.com. This study uses the Structure Equation Model (SEM) data analysis, component-based partial least square (PLS) with testing on 100 respondents with the category of housewives who have done online shopping at Shopee.com. Testing techniques using the help of SmartPls version 3 system. The results of hypothesis testing show that the perceived risk variable on trust has a negative and significant effect, then the perceived risk has a negative and not significant effect on purchase intention. The ease of use variable has a positive and significant effect on trust and purchase intention. The trust variable has a positive and significant effect on online purchase intention.