Pengaruh Personalization Recommendation Dan Kemudahan Pembayaran Digital Terhadap Shopping Enjoyment Pada Mahasiswa Universitas Pamulang Pengguna Shopee

Siti Sopiah (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Tsabita Hisana Nazwa (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

JEBD
Vol. 4 No. 2 (2026): Oktober - Desember

This study examines the influence of Personalization Recommendation and Digital Payment Convenience on Shopping Enjoyment among Universitas Pamulang students who use Shopee. The research addresses the importance of personalized product recommendations and convenient digital payment methods in creating a positive online shopping experience. A quantitative approach was employed, using questionnaire data collected from 49 respondents. The data were analyzed using multiple linear regression and statistical hypothesis testing. The findings indicate that Personalization Recommendation and Digital Payment Convenience have positive and significant effects on Shopping Enjoyment, both individually and simultaneously. The coefficient of determination (R²) of 0.555 indicates that the two independent variables explain 55.5% of the variation in Shopping Enjoyment, while the remaining 44.5% is associated with other factors outside the research model. These findings highlight the importance of relevant product recommendations and convenient payment processes in improving students’ online shopping experiences.