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PENGARUH PERSEPSI HARGA DAN KEPERCAYAAN TERHADAP MINAT BELI ONLINE PADA MARKETPLACE SHOPEE

  • Febria Nurlatufah Putri STIE SERELO LAHAT
  • Muhammad Amirudin Syarif Universitas Bina Darma
Keywords: Price Perception, Trust, Buying Interest

Abstract

The goal of this study was to determine the effect of price perception and trust on Shopee consumers' purchase intentions. This study is descriptive yet applies a quantitative technique. The population studied comprised 202 individuals, all of them were students enrolled in the Management Study Program at the University of Bina Darma Palembang. A total of 67 respondents were sampled using the Probability Sampling approach. Online questionnaires with a Likert scale are one method of data collection. Multiple Regression, Correlation Coefficient, R2 Determination Coefficient, T-Test, and F Test were used to analyze the data. The findings of data processing revealed an R-value of 0.644, indicating a strong link between Price Perception and Trust. There is a coefficient of determination indicating that Price Perception and Trust influence Purchase Interest by 39.6 percent and 60.4 percent, respectively, by other variables not included in the study. The partial test findings indicate that both Price Perception and Trust have a favorable and significant effect on online purchasing interest. The simultaneous test yields a value of 22.657 when Hypothesis Ha is accepted, indicating that Price Perception and Trust have a positive effect on Online Purchase Interest on the Shopee Marketplace concurrently.

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Published
2022-02-10