Pengaruh Kemudahan dan Kepercayaan terhadap Keputusan Pembelian Melalui Shopee PayLater pada Masyarakat Kecamatan Danau Sipin Kota Jambi

Abstract

This study aims to analyze the effect of ease of use and trust on purchasing decisions through Shopee PayLater among the people of Danau Sipin District, Jambi City. This research employs a quantitative approach with an associative method. A sample of 100 respondents was selected using a purposive sampling technique based on specific criteria. Data collection was carried out by distributing questionnaires to respondents, while data analysis used multiple linear regression analysis with the aid of SPSS (Statistical Package for the Social Sciences) software. The result showed that partially, ease of use and trust have a positive and significant effect on purchasing decisions. Simultaneous testing proves that both variables have a significant effect on purchasing decisions. The coefficient of determination R2 value of 0.511 indicate that ease of use and trust are able to explain 51.1% of the variation in purchasing decisions, while the remaining 48.9% is explained by other variable outside the research model. The study finding indicates that ease of use and trust in the service are important factors in the public’s decision to use Shopee PayLater as a payment method in e-commerce transactions.