PENGARUH PERSEPSI HARGA, PERSEPSI KEMUDAHAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP DI JABODETABEK (STUDI KASUS PADA MARKETPLACE SHOPEE)

Dimas Adewijaya (Program Studi Magister Manajemen Institut Bisnis dan Informatika Kwik Kian Gie, Jl. Yos Sudarso Kav. 87, Sunter, Jakarta, 14350)
Tony Sitinjak (Program Studi Magister Manajemen Institut Bisnis dan Informatika Kwik Kian Gie, Jl. Yos Sudarso Kav. 87, Sunter, Jakarta, 14350)

Pariwisata
Vol 12 No 2: Desember 2023 (In Press)

Online purchasing decisions are the pre-purchase stage which is part of consumer behavior that includes how an individual, group and organization chooses to finally buy goods, services, ideas and experiences online to satisfy their needs. Along the way, they need to recognize a need, the best way to meet it and evaluate the options available to a final decision about what, when, where, how much to buy, and how to pay for the purchase. Sample of this study is 170 respondents who live in the Jabodetabek and have shopped at least once using the Shopee application. The data analysis technique used is descriptive analysis, validity test, reliability test, classic assumption test, F test, t test, and coefficient of determination test. Data were obtained using a survey method through online questionnaires for all respondents. The results of this study conclude that Perceived Price, Perceived Ease Of Use, and Trust have a positive and significant influence on Purchase Decisions Through Online Shop Shopee. Meanwhile, Perceived Risk has a negative and significant influence on Purchase Decisions Through Online Shop Shopee