Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Belanja Online Melalui E-Commerce Shopee (Studi Empiris pengguna e-commerce shopee di Boyolali)

Abstract

Abtrak

            Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan,kemudahan dan  kualitas informasi  terhadap keputusan pembelian e-commerce shopee Boyolali.Untuk mendapatkan jumlah sampel 100 responden ,metode menggunakan teknik purposive sampling.Variabel independent penelitian  adalah Kepercayaan (X1),Kemudahan (X2),dan Kualitas Informasi (X3).Variabel dependent dalam penelitian adalah Keputusan Pembelian (Y).Dalam penelitian mengunakan analisis Uji validitas serta reliabilitas,uji asumsi klasik terdapat uji normalitas,uji multikolinearitas serta uji heteroskedastisitas,Analisis regresi linier berganda terdiri  Uji F,uji T serta koefisien determinasi.Data dari penelitian ini diolah dengan SPPS versi 25.

Hasil penelitian menunjukkan variabel kepercayaan,kemudahan serta kualitas informasi berpengaruh secara simultan mempengaruhi keputusan pembelian shopee di Boyolali.Kepercayaan berpengaruh positif signifikan secara parsial terhadap keputusan pembelian e-commerce shopee di Boyolali.Kemudahan berpengaruh positif  signifikan secara parsial terhadap keputusan pembelian serta Kualitas Informasi berpengaruh positif signifikan secara parsial terhadap keputusan pembelian e-commerce shopee di Boyolali.

This study aims to see the effect of trust, and information on purchasing decisions of Boyolali shopee e-commerce. To get a sample size of 100 respondents, the method uses purposive sampling technique. The independent research variables are Trust (X1), Convenience (X2), and Information Quality (X3). The dependent variable in the study is Purchase Decision (Y). In the study using the analysis of validity and reliability tests, classical assumption tests, there are normality tests, multicollinearity tests and heteroscedasticity tests, multiple linear regression analysis consisting of the F test, T test and the coefficient of determination. The data of this study were processed with SPPS version 25.

The results showed that the variable trust, and information quality simultaneously influence shopee purchasing decisions in Boyolali. Trust has a partially significant positive effect on purchasing decisions of e-commerce shopee in Boyolali. Ease has a partially significant positive effect on purchasing decisions and Information Quality has a significant positive effect. partially on shopee e-commerce purchasing decisions in Boyolali.