Pengaruh Kemudahan Pembayaran dan Keamanan Transaksi terhadap Keputusan Pembelian pada Aplikasi Shopee (Studi pada Pengguna Shopee di Bekasi)

Hidayat, Rian (2025) Pengaruh Kemudahan Pembayaran dan Keamanan Transaksi terhadap Keputusan Pembelian pada Aplikasi Shopee (Studi pada Pengguna Shopee di Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to examine the extent to which ease of payment and transaction security influence consumer purchasing decisions on the Shopee application. The advancement of digital technology has significantly contributed to the rapid growth of e-commerce in Indonesia, including the increasing popularity of Shopee, particularly among Generation Z in Bekasi. This research employs a quantitative approach using a survey method, involving 100 respondents selected through purposive sampling namely, Shopee users who have made at least one purchase within the last three months. The research instrument was developed based on specific indicators for each variable and analyzed using multiple linear regression with SPSS version 25. The findings reveal that both ease of payment and transaction security have a significant effect-both partially and simultaneously on purchasing decisions. These results indicate that the more convenient and secure a transaction is, the higher the likelihood that consumers will proceed with a purchase. Therefore, the study provides strategic recommendations for Shopee and other e-commerce platforms to continue improving their payment systems and transaction security to build greater consumer trust and loyalty.

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