PENGARUH PERCEIVED USEFULNESS DAN PERCEIVED EASE OF USE TERHADAP PURCHASE DECISION PADA PLATFORM MARKETPLACE SHOPEE

(Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar) 

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perceived usefulness dan perceived ease of use terhadap purchase decision pada platform marketplace Shopee (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar). Penelitian ini adalah penelitian secara kuantitatif. Populasi dalam penelitian ini yaitu mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar Angkatan Tahun 2020-2023 yang menggunakan platform marketplace Shopee. Penentuan sampel dengan menggunakan teknik non-probability sampling dengan jenis purposive sampling diperoleh sampel sebanyak 100 responden. Teknik pengumpulan data yang digunakan adalah kuesioner dan studi pustaka. Teknik analisis data yang digunakan adalah analisis kuantitatif berupa uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji parsial, uji simultan, dan uji koefisien determinan dengan menggunakan IBM statistical product and service solutions (SPSS). Hasil penelitian ini menunjukkan bahwa perceived usefulness (X1) secara parsial berpengaruh positif dan signifikan terhadap purchase decision pada platform marketplace Shopee. Perceived ease of use (X2) secara parsial berpengaruh positif dan signifikan terhadap purchase decision pada platform marketplace Shopee. Serta perceived usefulness (X1) dan perceived ease of use (X2) secara simultan berpengaruh positif dan signifikan terhadap purchase decision pada platform marketplace Shopee.

The study aims to determine in influence of perceived usefulness and perceived ease of use on purchase decision on the Shopee marketplace platform (Study of student at the Faculty of Economics and Business State University of Makassar). This research is quantitative research. The population in this research is student from the Faculty of Economics and Business State University of Makassar, class 2020-2023 who us the Shopee marketplace platform. Determining the sample using a non- probability sampling technique with purposive sampling method obtained a sample of 100 respondents. The data collection techniques used were questionnaires and literature study. The data analysis technique used is quantitative analysis in the from of validity test, realiability test, classical assumption test, multiple linear regression test, partial test, simultaneous test, and determinant coefficient test using IBM statistical product and service solutions (SPSS). The result of this research show that perceived usefulness (X1) partially has a positive and significant effect on purchase decision on the Shopee marketplace platform. Perceived ease of use (X2) partially has a positive and significant effect on purchase decision on the Shopee marketplace platform. And perceived usefulness (X1) and perceived ease of use (X2) simultaneously have a positive and significant effect on purchase decision on the Shopee marketplace platform.