PENGARUH KEMUDAHAN, KEPERCAYAAN DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN PADA E – COMMERCE SHOPEE DI KOTA SAMARINDA

Abstract

Study aims to determine and analyze the factors of convenience, trustworthiness and quality of information on purchasing decisions at E-Commerce Shopee in the Samarinda City Community.

Grand theory basis used is Marketing Management, Consumer Behavior, Ease, Trust, Information Quality and Purchase Decision.

Data collection used is pre-research and research by distributing questionnaires to several respondents or the public who use the Shopee application in Samarinda City. The population in this study is known by the number of samples totaling 30 respondents, the sampling method using probability sampling with simple random sampling technique or simple random. The analytical tool used is Multiple Linear Regression.

Results of the study state that partially, convenience has a negative and insignificant effect, trust has a positive and significant effect and the quality of information has a positive but not significant effect on purchasing decisions at E-Commerce Shopee in Samarinda City. Meanwhile, simultaneously (simultaneously) the ease, trustworthiness and quality of information have a positive and significant impact on purchasing decisions at E-Commerce Shopee in Samarinda City.