Pengaruh Kualitas Produk, Ease of Use dan Trust terhadap Keputusan Pembelian Online Shop pada Aplikasi Shopee oleh Masyarakat Jatimulya, Bekasi

Anggraini, Dwi (2025) Pengaruh Kualitas Produk, Ease of Use dan Trust terhadap Keputusan Pembelian Online Shop pada Aplikasi Shopee oleh Masyarakat Jatimulya, Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of Product Quality, Ease Of Use, and Trust on Online Shop purchasing decisions on the Shopee application by the Jatimulya community. The population in this study were Shopee application users in the Jatimulya sub-district. The sampling technique used purposive sampling with a sample size of 200 people. The data collection technique in this study used a questionnaire and the data was processed with IBM SPSS (Statistical Package for the Social Sciences) version 26. Which has been tested for validity and reliability. The data technique applied is multiple linear regression. So the results of this study show that: (1) there is a positive effect of product quality on Online Shop purchasing decisions on the Shopee application by the Jatimulya community, which has been proven through a t-value of 8.705; with a significance value of 0.000 <0.10; and a regression coefficient of 0.5038; (2) there is a positive influence of Ease Of Use on Online Shop purchasing decisions on the Shopee application by the Jatimulya community, which has been proven through a t-value of 4.722; with a significance value of 0.000 <0.10; and a regression coefficient of 0.3153; (3) there is a positive influence of Trust on Online Shop purchasing decisions on the Shopee application by the Jatimulya community, which has been proven through a t-value of 4.722; with a significance value of 0.094 <0.10; and a regression coefficient of 0.1176; and (4) there is an influence of product quality, Ease Of Use and Trust on Online Shop purchasing decisions on the Shopee application by the Jatimulya community, which has been proven through a calculated F value of 409.036 and a significance of 0.000 <0.05.

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