Pengaruh Persepsi Kemudahan, Persepsi Manfaat, dan Persepsi Keamanan Penggunaan Paylater terhadap Pembelian Impulsif di Marketplace Shopee

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kemudahan, persepsi manfaat, dan persepsi keamanan penggunaan paylater terhadap pembelian impulsif di marketplace Shopee. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan deskriptif menggunakan teknik pengambilan sampel pertimbangan. Sampel dalam penelitian ini berjumlah 349 sampel dengan usia minimal 18 tahun yang pernah melakukan pembelian di marketplace Shopee menggunakan fitur paylater lebih dari satu kali dan merasa pernah melakukan pembelian tidak terencana menggunakan Shopee Paylater. Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan paylater memiliki pengaruh terhadap pembelian impulsif di marketplace Shopee, persepsi manfaat penggunaan paylater berpengaruh terhadap pembelian impulsif di marketplace Shopee, persepsi keamanan penggunaan paylater berpengaruh terhadap pembelian impulsif di marketplace Shopee, dan persepsi kemudahan, persepsi manfaat dan persepsi keamanan penggunaan paylater secara simultan berpengaruh terhadap pembelian impulsif di marketplace Shopee.

This study aims to determine the influence of perceived ease, perceived usefulness, and perceived safety of using paylater on impulse purchases at Shopee marketplace. This research is quantitative research with a descriptive approach using purposive sampling techniques. The sample in this study amounted to 349 samples with a minimum age of 18 years and had made purchases on the Shopee marketplace using the Shopee Paylater feature more than once and felt that they had made unplanned purchases using Shopee Paylater. The results of the research show that the perceived ease of use of paylater has a significant influence on impulse purchases, while the perceived usefulness of using paylater has also a significant influence on impulse purchases, and lastly the perceived safety has the same significant influence on impulse purchases on Shopee marketplace. This research also shows a significant influence simultaneously of perceived ease of use, perceived usefulness, and perceived safety of using paylater towards impulse buying at Shopee marketplace.