<![CDATA[AbstrakAbstrak Penelitian ini dilakukan untuk mengidentifikasi dampak pemilihan metode pembayaran transfer bank, shopee pay, shopee paylater,cash on delivery terhadap keputusan pembelian saat berbelanja secara daring melalui aplikasi Shopee oleh pengguna di Kota Tangerang. Dalam konteks ini, metode pembayaran dianggap sebagai variabel eksogen. yang memengaruhi keputusan pembelian, sedangkan keputusan pembelian dianggap variable endogen, sebagai hasil dari interaksi antara faktor-faktor tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data dianalisis menggunakan analisis model luar, model dalam, dan pengujian hipotesis menggunakan perangkat lunak SmartPLS 3.0. Sampel penelitian dipilih dengan teknik purposive sampling, terdiri dari 100 responden yang telah berbelanja melalui aplikasi Shopee di Kota Tangerang sebanyak minimal dua kali. Data primer diperoleh melalui kuesioner yang disebarkan secara daring, sedangkan data sekunder diperoleh dari buku dan situs web yang relevan dengan masalah yang diteliti. Hasil penelitian ini mengindikasikan bahwa metode pembayaran cash on delivery dan transfer bank memiliki pengaruh yang signifikan terhadap keputusan pembelian ketika berbelanja secara daring melalui aplikasi shopee. Namun, Metode pembayaran shopeepay dan shopee pay later tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian dalam konteks berbelanja online melalui aplikasi Shopee di Kota Tangerang.Kata Kunci: Metode pembayaran, transfer bank, shopeepay, shopeepay later, cash on delivery. AbstractAbstract-This research was conducted to identify the impact of choosing the payment method bank transfer, shopee pay, shopee paylater, cash on delivery on purchasing decisions when shopping online via the Shopee application by users in Tangerang City. In this context, payment method is considered an exogenous variable. that influences purchasing decisions, while purchasing decisions are considered endogenous variables, as a result of the interaction between these factors. This research uses a quantitative approach with associative methods. Data were analyzed using outer model analysis, inner model analysis, and hypothesis testing using SmartPLS 3.0 software. The research sample was selected using a purposive sampling technique, consisting of 100 respondents who had shopped via the Shopee application in Tangerang City at least twice. Primary data was obtained through questionnaires distributed online, while secondary data was obtained from books and websites that were relevant to the problem under study. The results of this research indicate that cash on delivery and bank transfer payment methods have a significant influence on purchasing decisions when shopping online via the Shopee application. However, the shopeepay and shopee pay later payment methods do not have a significant influence on purchasing decisions in the context of online shopping via the Shopee application in Tangerang City. Keywords: Payment methods, bank transfer, shopeepay, shopeepay later, cash on delivery.]]>
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