Analisis Kepercayaan dan Persepsi Risiko Terhadap Keputusan Pembelian Roti O Melalui Keranjang Kuning Tiktok Shop

This study aims to analyze the effect of trust and perceived risk on purchasing decisions of Roti’O through the TikTok Shop yellow cart feature. This research employs a quantitative approach using a survey method, with data collected through questionnaires distributed to 130 respondents who have made purchases of Roti’O via TikTok Shop. The data were analyzed using multiple linear regression analysis with the assistance of SPSS. The results indicate that trust has a positive and significant effect on purchasing decisions, suggesting that higher levels of consumer trust in the product, seller, and transaction system increase the likelihood of making a purchase. Meanwhile, perceived risk has a negative and significant effect on purchasing decisions, meaning that higher levels of perceived risk reduce consumers’ purchasing decisions. Simultaneously, trust and perceived risk have a significant effect on purchasing decisions of Roti’O through the TikTok Shop yellow cart feature. These findings highlight the importance of building consumer trust and minimizing perceived risk to enhance purchasing decisions in digital platforms.