Peran Persepsi Risiko Dan Dukungan Sosial Terhadap Perilaku Belanja Daring Perempuan Karir Di Era Pandemi Covid-19

Abstract

This research aims to determine the effect of risk perception and social support on online shopping behavior among career women in the Covid-19 pandemic era. The research participants were 166 career women who worked as teaching staff or lecturers with an age range of 25-60 years. The research hypothesis stated that there was a correlation between risk perception and social support with online shopping behavior. The analytical method used was multiple regression analysis with SPSS 20 for windows. This research is using online shopping behavior scale taken from the research results of Khare & Rakesh (2011), risk perception scale taken from the research results of Javadi et al (2012) and Multidimensional Scale of Perceived Social Support (MSPSS) taken from the research of Zimet et al. (1988). The results showed that risk perception and support correlated simultaneously with online shopping behavior with a value of p = 0.000 and F = 14,643. Further analysis also shows that the contribution of perceived risk and social support to online shopping behavior was very small at 15.2%.