The Effect of Product Quality andPrice on Buying Interest with Risk as Intervening Variables (Study on Lazada.com Site Users)

Abstract

Online purchasing decisions are preceded by the interest in the minds of consumers to make purchases, which are influenced by product quality and price. The research objective was to determine the effects of product quality and price on buying interest with risk as an intervening variable. The type of research used is explanatory research. Samples amounted to 165 respondents with a non-probability sampling method. Data collection was done using a questionnaire from a google form. Data was analysed using statistical methods with multivariate Structural Equation Modelling (SEM) techniques using the AMOS 24 application. The results showed that based on the results of the analysis on the effects of product quality directly on buying interest in Lazada, does not significantly influence the effect of prices and directly has a significant influence on buying interest. It is indicated that prices can influence high consumer buying interest in Lazada. The effect of buying interest directly on risk has a significant effect. Then, the effect of product quality on risk through buying interest has no effect, and the effect of price on risk indirectly through buying interest has a significant effect