PENGARUH PERCEIVED CHARACTERISTIC OF ONLINE SHOPPING TERHADAP INTENTION TO PURCHASE PADA APLIKASI SHOPEE

IBN Udayana, Risal Rinofah, Khusni Fahrurrozi

Abstract


Penelitian ini memiliki tujuan untuk mengetahui pengaruh perceived characteristic of online shopping terhadap intention to purchase pada aplikasi shopee. Populasi yang digunakan dalam penelitian ini adalah pada pengguna Shopee di Bantul. Kuesioner didistribusikan secara accidental sampling pada sampel sebanyak 100 responden. Data dianalisis menggunakan analisis regresi linear berganda. Hasil dalam penelitian ini menyatakan bahwa perceived usefulness, perceived ease of use, dan perceived enjoyment berpengaruh positif dan signifikan terhadap intention to purchase. Perceived security tidak berpengaruh positif signifikan terhadap intention to purchase. Temuan ini berimplikasi bahwa Shopee dapat mempertahankan serta meningkatkan tentang perceived usefulness, perceived ease of use, perceived enjoyment, dan perceived security yang dirasakan penggunanya sehingga dapat meningkatkan intention to purchase.

 

Kata kunci: Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, Perceived Security, Intention To Purchase


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DOI: https://doi.org/10.17509/manajerial.v21i1.46158

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