MINAT BELI SEBAGAI MEDIASI PENGARUH SHOPEEPAY DAN SHOPEE LIVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION

Abstract

This research aims to determine and analyze the effect of ShopeePay, Shopee Live, and purchasing intention on purchasing decisions at the Shopee application for students in Surabaya. The research applies quantitatively with a descriptive approach. Furthermore, the data collection technique used purposive sampling. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 100 respondents as a sample. Moreover, the data analysis technique used Partial Least Squares with PLS 3.0. The result shows that ShopeePay has a positive and significant effect on purchasing decisions. Likewise, purchasing intention affects purchasing decisions. Similarly, ShopeePay has a positive and significant effect on purchasing intention. ShopeeLive has a positive but insignificant effect on purchasing intention. However, Shopee Live has a negative and insignificant effect on purchasing decisions. In addition, ShopeePay has a positive and significant effect on purchasing decisions through purchasing intention as a mediating variable. Meanwhile, Shopee Live has a positive but insignificant effect on purchasing decisions through purchasing intention as a mediating variable.