PENGARUH SHOPEE PAYLATER DAN FASILITAS MEMBER TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE DENGAN SHOPEE GAMES SEBAGAI PEMODERASI - Diansyah, Diansyah; Putri, Winny Novanda (UNIVERSITAS 17 AGUSTUS 1945 jAKARTA, 2023)
ABSTRAKTujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopee Pay Later dan Fasilitas Member terhadap Keputusan Pembelian Online di Shopee dengan Games Shopee sebagai Pemoderasi. Penelitian ini dilakukan pada konsumen di Jakarta. Populasi penelitian ini adalah konsumen pengguna Shopee Paylater di Jakarta. Sample yang digunakan adalah 152 dari pelanggan yang menggunakan Shopee Paylater. Metode analisis yang dipergunakan adalah Structural Equation Modelling dengan menggunakan bantuan Software Smart PLS. Hasil penelitian ini menunjukan bahwa Shopee Paylater berpengaruh positip dan signifikan terhadap Keputusan Pembelian. Fasilitas Member berpengaruh positip dan signifikan terhadap Keputusan Pembelian. Interaksi Shoppe Games mampu memperkuat dan signifikan atas pengaruh Fasilitas Member terhadap Keputusan Pembelian tetapi Interaksi Shoppe Games memperlemah dan tidak signifikan atas pengaruh Shoppe Paylater terhadap Keputusan Pembelian.Kata Kunci : Shopee Paylater, Fasilitas Member, Keputusan Pembelian, Shopee Games ABSTRACTThe purpose of this study was to determine the effect of Shopee Pay Later and Member Facilities on Online Purchase Decisions at Shopee with Shopee Games as Moderators. This research was conducted on consumers in Jakarta. The population of this study are consumers who use Shopee Paylater in Jakarta. The sample used is 152 from customers who use Shopee Paylater. The analytical method used is Structural Equation Modeling with the help of Smart PLS Software. The results of this study indicate that Shopee Paylater has a positive and significant effect on purchasing decisions. Member facilities have a positive and significant effect on purchasing decisions. Shoppe Games interactions are able to strengthen and significantly affect the influence of Member Facilities on Purchase Decisions but Shoppe Games Interactions weaken and are not significant for the influence of Shoppe Paylater on Purchase Decisions.Keywords: Shopee Paylater, Member Facilities, Purchase Decision, Shopee Games