Effect of Advertising, Word of Mouth, Website Quality, and Risk Perception on Buying Interest (Study on Consumer E-Commerce Shopee)

This study aims to examine 1. The effect of advertising on buying interest, 2. The effect of word of mouth on buying interest, 3. The effect of website quality on buying interest, 4. The effect of risk perception on buying interest, 5. The effect of advertising, word of mouth, website quality, risk perception on buying interest. The purpose of this study was to gain knowledge and test theories about advertising, word of mouth, website quality, risk perception on buying interest. This research was conducted in Indonesia precisely in Jakarta, Bogor, Depok, Tangerang, Bekasi, and Solo with the sample 212. The data processing is done by using SEM techniques and applications SmartPLS 3.0. This study showed that the variables that have a major influence on the buying interest is word of mouth. Meanwhile, variables that have a low impact on the buying interest was the perception of risk. Risk taking paths negative coefficient values indicate that taking the risk of having a negative direction of the relationship. It can be said, if a person has a higher buying interest is not necessarily the individual courage to take risks too high. Meanwhile, people who take risks do not always have a high intensity on buying interest