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All Journal Al Yasini : Jurnal Keislaman, Sosial, hukum dan Pendidikan Juwara : Jurnal Wawasan dan Aksara Journal Of Business, Finance, and Economics (JBFE) Economic Reviews Journal MES Management Journal Journal of Indonesian Sharia Economics Jurnal Pengabdian Pada Masyarakat E-JRM Innovative: Journal Of Social Science Research Journal of Economics and Management Scienties Majapahit Journal of Islamic Finance and Management Majapahit Journal of Islamic Finance dan Management
Firdaus, Jannatul
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Journal : Journal Of Business, Finance, and Economics (JBFE)

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Pengaruh Kemudahan, E-service Quality, Dan Celebrity Endorser Terhadap Keputusan Pembelian Pada E-commerce Shopee (Studi Kasus Pada Mahasiswa Universitas Bahauddin Mudhary Madura: (Studi Kasus Pada Mahasiswa Universitas Bahauddin Mudhary Madura) firdaus, jannatul; Hertin Khalifatun Nisa Arifah
Journal Of Business, Finance, and Economics (JBFE) Vol 5 No 1 (2024): Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v5i1.5173

Abstract

This study intends to investigate, concurrently and in part, how convenience, e-service quality, and celebrity endorsers affect Shopee e-commerce purchase decisions. (case study of students at Bahaudin Mudhary University, Madura). Quantitative research methodology is applied. Up to 100 respondents were sampled using the Slovin formula, which did not reveal the population of this study. Data was collected through a questionnaire filled out by Bahaudin Mudhary Madura University students who had made purchases on Shopee e-commerce. Descriptive statistical analysis, data quality testing, multiple linear regression testing, and hypothesis testing are the types of data analysis that are employed. The e-service quality variable partially did not affect the purchase decision, the celebrity endorser variable partially did not have a significant effect on purchasing decisions, and the convenience variable partially had a significant positive effect on purchasing decisions, according to the t test results. The F test results showed that three variables—convenience, e-service quality, and celebrity endorser—have an impact on Shopee e-commerce purchasing decisions at the same time. In this regard, Shopee must continue to maintain its convenience and further increase the ease of use of its application features so that purchasing decisions on Shopee e-commerce continue to increase.
Co-Authors Aini, Nazaratul Ansa, Siti Arif, Hertin Khalifatun Nisa Arifah, Hertin Khalifatun Nisa Awan, Edi dp, Terza Travelancya Fahrurrozi, M. Fauziyah, Hanifah Hasan, M. Zaini Hasan, Saiful Hertin Khalifatun Nisa Arifah Ihtiar, Muhamad Indriyani, Syndi Khalida, Nur Diana Khas, As’adi Kherurrzikin, Moh. Mubarok, Imam Anas Muhalisah Muthiah, Maryam Izzul Mutmainna, Mutmainna Najiatun, Najiatun Noviantari, Tantri Nurul Hidayat Qomariyah, Wiwin Indah Ratna Tri Hardaningtyas, Ratna Tri Rofiqi, Nur Basit Rohmatullah Saniatin, Any Susilawati, Ratna ULA, HIDAYATUL Wildan, Arifatul