Peran Kepercayaan, Kemudahan, dan Kualitas Informasi Dalam Peningkatan Keputusan Pembelian pada Shopee

Abstract

The purpose of this study was to determine the effect of trust, convenience, quality of information, on purchasing decisions at Shopee in Lumajang City, Lumajang Regency. The population in this study are consumers who have made purchases at shopee in Lumajang City, Lumajang Regency during the period March 2021. The number of samples in the study were 100 respondents. The sampling technique used is simple random sampling and incidental sampling, the data collection method used in this study using observation, interviews, and questionnaires. The data analysis method used is multiple linear regression analysis. The results showed (1) trust had an effect on purchasing decisions at Shopee in Lumajang City, Lumajang Regency, (2) ease of effect on purchasing decisions at Shopee in Lumajang City, Lumajang Regency, (3) information quality had no effect on purchasing decisions at Shopee in Lumajang City. Lumajang Regency, (4) trust, convenience, and quality of information simultaneously influence purchasing decisions at Shopee in Lumajang City, Lumajang Regency. The value of R square is 57.2%, which means that purchasing decisions can be explained by the variables of trust, convenience, and information quality of 57.2%. While the remaining 42.8% of purchasing decisions are explained by other variables, namely prices, promotions and so on which are not examined in this study.