The Influence of Perceived Service Quality on Purchase Intention with Trust Plays a Mediating Role and Perceived Risk Plays a Moderating Role in Online Shopping

The research is included in a causal study that aims to test the effect of perceived service quality on purchase intention with trust playing a mediating role and perceived risk playing a moderating role in shopping Online. The hypotheses based on general theories are formulated using deductive reasoning as a foundation. Using the Likert scale, which falls under the interval category, a number of statements on the questionnaire were used to measure the four variables. Based on sample determination methods, questionnaires were distributed to those who met the criteria for research respondents to collect data. The Sobel test was used as a foundation for hypothesis testing and the data were gathered and analyzed using Simple, Multiple, and Moderated Regression Analysis (MRA). The findings of this study can be used as a guide to comprehend the traits of online shoppers for the fashion industry and serve as a foundation for developing future marketing plans to boost sales turnover during the Covid-19 pandemic, about which many business actors in the industry have complained that turnover has decreased noticeably during the pandemic. The findings revealed that Perceived Service Quality has a significant impact on Trust, Perceived Service Quality has a significant influence on Purchase Intention, and Trust has a significant influence on Purchase Intention, Perceived Risk does not affect Purchase Intention, Perceived Risk does not play a part in moderating variables that influence Trust in Purchase Intention, and Perceived Risk has no impact on Purchase Intention and has no significant impact on it.