Pengaruh Persepsi Kemudahan, Kepercayaan, Persepsi Manfaat, Persepsi Resiko Terhadap Keputusan Pembelian Di Marketplace Shopee Pada Masyarakat Kecamatan Pabelan Kabupaten Semarang

Abstract

The purpose of this study was to determine the effect of perceived convenience, trustworthiness, perceived benefits, and perceived risk partially or simultaneously on purchasing decisions through the Shopee Marketplace in the Pabelan District, Semarang Regency. This research is a quantitative research. The population of this research is all residents of Pabelan District, Semarang Regency who have done online shopping in the Marketplace, while the number of samples is 200 respondents obtained using purposive sampling technique. Data was collected using a questionnaire measured by a four-level Likert scale. The data analysis technique used is multiple linear regression. The results showed that partially or simultaneously perceived convenience (X1), trust (X2), perceived benefits (X3), and perceived risk (X4) had an effect on purchasing decisions (Y).