<![CDATA[This study investigates the impact of security, trust, and ease of use factors on purchasing decisions in the FJB HP iPhone marketplace in Batam City. The research uses a quantitative approach with a survey method, focusing on active marketplace users who have purchased an iPhone in the last three years and live in Batam City. The study uses a questionnaire with a 5 Likert scale for data analysis using SPSS version 26 program. The results show that security factors have a positive influence on purchasing decisions, but the effect is relatively small compared to other variables. Trust has a positive and significant influence on purchasing decisions, with a regression coefficient of 0.134 and a p-value of 0.045. Ease of use is the most significant factor in influencing purchasing decisions, with a highest regression coefficient of 0.930 and p-value <0.001. The study emphasizes the importance of optimal user experience in e-commerce platforms. The combination of security, trust, and convenience factors collectively has a significant influence on purchasing decisions, with a high predictive power and 84.2% of variation explained by the interaction of the three independent variables.]]>
Copyrights © 2022
