ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN ONLINE PADA PENGGUNA SHOPEE DI KECAMATAN LAKARSANTRI

Abstract

This research aimed to find out the relationship among trust, price perception, risks, income, experience, promotion, service, product quality, rating, and ease of e- commerce usage on online buying decisions of all Shopee users at Lakarsantri, Surabaya. The research was causal-comparative. Moreover, the data collection technique used purposive sampling with 231 respondents as the sample. The respondents who were over 17 years old and Shopee users as online market had fulfilled the criteria given. Furthermore, the data were primary. Additionally, the instrument in data collection technique used questionnaires using google form. The questionnaires were distributed online. In addition, the data analysis technique used Structural Equation Model (SEM) with SmartPLS 3.0. The research result concluded that price perception, service, rating, and ease of e-commerce usage had a significant effect on Shopee online buying decisions. On the other hand, trust, risk, income, experience, promotion and product quality had an insignificant effect on Shopee online buying decisions.
Keywords: e-commerce, buying decisions