Pengaruh Kemudahan Penggunaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Kediri

Wicaksono, Dimas Setiawan (2023) Pengaruh Kemudahan Penggunaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Kediri. Skripsi thesis, Universitas Kadiri.

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Abstract

The purpose of this study is to determine the effect of ease of use and Perceived Risk on purchasing decisions on the shopee marketplace in Kediri City. This type of research is explanatory with a quantitative approach. The study population consisted of Shopee marketplace users in the city of Kediri, and the population number is unknown. The sampling technique used in this study is non-probability sampling with purposive sampling techniques . The sample size in this study was 100 respondents determined using the Lemeshow formula. Data analysis was performed using multiple linear regression or descriptive statistics. Data processing in this study was carried out using SPSS version 23. The results of this study show that: (1) Ease of use partially has a significant positive effect on purchasing decisions with a significance value of 0.000 < 0.05. (2) Perceived Risk partially has a significant negative effect on purchasing decisions with a significance value of 0.002 < 0.05. (3) Simultaneously ease of use and Perceived risk have a significant effect on purchasing decisions, with F calculated at 19.831 > F value table at 2.69, and obtained significance value 0.00 < α 0.05. Keywords: Marketplace, Ease of use, Perceived Risk , Purchase decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	17 Aug 2025 04:21
Last Modified:	17 Aug 2025 04:21
URI:	http://repository.unik-kediri.ac.id/id/eprint/955

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