PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI SITUS SHOPEE
Abstract
This study was conducted to determine the effect of trust, ease, and quality of information on online purchasing decisions. The example used in this research is Shopee.co.id, one of the leading e-commerce sites in Indonesia. This research employed a quantitative approach using surveys. Data was collected by questionnaire. The sample base consisted of 98 respondents, all students of Muhammadiyah University of Yogyakarta, who had made at least two transactions during the previous six months on Shopee. The sampling technique used was non-probability sampling, with a purposive sampling method. Analytical tools included multiple linear regression analysis. The results showed that trust, ease of use, and quality of information has a significant and positive influence on purchasing decisions. In this study, the easy of use has a stronger influence on purchase decisions compared with the trust and quality of information.