Istiqomah, Zulfa (2024) PENGARUH TRUST DAN SHOPPING EXPERIENCE TERHADAP PERILAKU BELANJA ONLINE PADA APLIKASI SHOPEE DENGAN KEMUDAHAN TRANSAKSI SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA MAHASISWA FKIP ANGKATAN 2020 UNIVERSITAS PGRI MADIUN). S1 thesis, Universitas PGRI Madiun.
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Abstract
Online shopping behavior is the way consumers interact, search for information, and carry out transactions through e-commerce platforms. Online shopping requires more trust because it is not easy to build trust between sellers and buyers. Shopping experience also has the potential to influence consumer decisions in making repeat purchases. Apart from that, the ease of transactions in it is a special attraction for its users. The objectives of the research are 1) Knowing whether trust has an effect on ease of transactions, 2) Knowing whether shopping experience has an effect on ease of transactions, 3) Knowing whether trust has an effect on online shopping behavior, 4) Knowing whether shopping experience has an effect on online shopping behavior, 5) Knowing whether ease of transactions influences online shopping behavior, 6) Knowing whether trust influences online shopping behavior with ease of transactions as an intervening variable, 7) Knowing whether shopping experience influences online shopping behavior with ease of transactions as an intervening variable. This research uses quantitative research with associative research. The population in the research was 85 students from FKIP Class of 2020 at PGRI Madiun University who used Shopee. A sample of 70 respondents was taken referring to the Slovin formula. In this study, a questionnaire was used to collect respondent data. The sampling technique uses random sampling technique. The results of the research show that 1) There is an influence of trust on ease of transactions with a t count of 6.445 2) There is an influence of shopping experience on ease of transactions with a t count of 18.084 3) There is an influence of trust on online shopping behavior with a t count of 3.938 4) There is an influence of shopping experience on online shopping behavior with a t count of 4.689 5) There is an influence of ease of transactions on online shopping behavior with a t count of 3.110 6) There is an influence of trust on online shopping behavior through ease of transactions as an intervening variable with a t count of 3.527 7) There is no influence of shopping experience on online shopping behavior through ease of transactions as an intervening variable with a t count of 2.680.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Trust; shopping experience; ease of transactions; online shopping behavior |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | ZULFA ISTIQOMAH ZULFA |
| Date Deposited: | 05 Aug 2024 07:47 |
| Last Modified: | 05 Aug 2024 07:47 |
| URI: | http://eprint.unipma.ac.id/id/eprint/636 |
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