Persepsi Risiko Penggunaan Kartu Kredit dalam Memoderasi Pengaruh Kualitas Website terhadap Online Impulse Buying Behavior
(Studi pada Pengguna Tokopedia di Kota Denpasar)
DOI:
https://doi.org/10.58192/wawasan.v4i2.4257Keywords:
Credit Card Perceived Risk, Moderated Regression Analysis, Online Impulse Buying Behavior, Tokopedia, Website QualityAbstract
The rapid growth of e-commerce in Indonesia has transformed consumer consumption patterns, where the ease of digital access often triggers spontaneous shopping behavior. This phenomenon is significantly influenced by the quality of the digital platforms used and the security factors within payment systems. This study aims to examine and explain the role of credit card usage risk perception in moderating the effect of website quality on online impulse buying behavior. This research was conducted on the Tokopedia e-commerce platform with a total sample of 150 respondents, utilizing a non-probability sampling method with a purposive sampling technique. The data analysis techniques used include descriptive analysis and inferential analysis with Moderated Regression Analysis (MRA). The results show that website quality has a positive and significant effect on online impulse buying behavior. Furthermore, credit card usage risk perception is proven to moderate the effect of website quality on online impulse buying behavior on Tokopedia, where a high level of perceived risk felt by consumers can weaken the urge for impulsive buying even when the website quality is considered good.
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