Determinants of Purchase Decisions among E-commerce Users: The Significance of Trust, Security, Price, Service Quality, and Risk Perception

The objective of this study is to determine the influence of Trust, Security, Price, Service Quality, and Risk Perception on Purchase Decisions of E-commerce users through Shopee. This is a quantitative study using a data collection technique of a questionnaire distributed through Google form with a sample size of 100 respondents processed with SPSS version 23. The data analysis uses multiple linear regression. The results of the hypothesis test show that: (1) trust affects purchase decisions; (2) security affects purchase decisions; (3) price does not affect purchasing decisions; (4) service quality does not affect purchasing decisions; and (5) risk perception affects purchase decision of E-commerce consumers through the Shopee website.Trust