Jurnal Humaniora Vol.
No.
534 - 541
http://jurnal.
id/index.
php/humaniora p-ISSN: 2684-9275 e-ISSN: 2548-9585 Research Paper The Influence of Shopping Orientation.
Online Trust and Shopping Experience on Online Buying Interest Amal Firqi Ramadhan1 .
Tuwisna1.
Suryani Murad1 Faculty of Economics.
Universitas Muhammadiyah Aceh.
Banda Aceh 23123.
Indonesia amalfirqi26@gmail.
https://doi.
org/10.
30601/humaniora.
v%vi%i.
Published by Universitas Abulyatama Artikel Info Online first:
30/10/2025
Abstract The purpose of this study is to find out the magnitude of the influence of Shopping Orientation.
Online Trust and Purchase Experience on online buying interest (Case study on Shopee online store in Banda Aceh Cit.
both silently and partially.
The sample size of this study was 96 respondents.
The research data was collected through questionnaire lists and documentation studies.
Hypothesis testing using multiple linear regression analysis.
F test .
and t-test .
is intended to determine the influence of independent variables on dependent variables at a confidence level of 95% ( = 0.
The results of the study showed that in a partial test, the variables of Shopping Orientation.
Online Trust and Purchase Experience influenced online buying interest (Case study on the Shopee online store in Banda Aceh Cit.
Then a simultaneous test between the variables of Shopping Orientation.
Online Trust and Purchase Experience influenced online buying interest (Case study on the Shopee online store in Banda Aceh Cit.
The most dominant variable that affects online buying interest is Shopping Orientation.
Keywords: Online trust shopping orientation.
Shopping experience.
Consumer satisfaction Introduction In the past, purchases were made in person at markets or physical stores.
Consumers must be physically present to view, choose, and pay for products.
The buying process relies heavily on face-to-face interaction, the quality of seller service, and limited information about the Purchases are local, limited in choice, and consumers can only rely on personal experiences or recommendations from people around them.
With the development of distribution systems and the emergence of convenience stores, shopping malls, and other modern retail, purchasing behavior began to change.
User .
given more product choices.
This work is licensed under a Creative Commons Attribution-NonCommercial 0 International License.
Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad convenience in shopping, and an atmosphere designed to increase buying interest.
Promotional, discount, and customer service strategies are becoming increasingly important in driving The development of technology, especially the internet and mobile devices, is driving a major transformation in the purchasing process.
Buying interest is a form of consumer psychological readiness to purchase a product or service.
This interest is influenced by a variety of factors, including value perceptions, attitudes towards brands, and personal and social aspects .
In the digital age and fierce market competition, companies must be able to understand factors such as shopping orientation, online trust, and shopping experience to drive consumer buying interest.
These three variables are interrelated and together affect a person's intention to The combination of a mature shopping orientation, high trust in online platforms, and a satisfying shopping experience will create a strong incentive for consumers to make purchases on an ongoing basis .
These three variables are interrelated and together affect a person's intention to buy.
The combination of a mature shopping orientation, high trust in online platforms, and a satisfying shopping experience will create a strong incentive for consumers to make purchases on an ongoing basis .
Based on the results of an initial survey on May 9-11, 2025 with 25 consumers who took Shopee online in Banda Aceh City, there are several problems that affect the level of consumer buying interest in the Shopee online store.
One of the main factors is the consumer's shopping orientation itself.
There are some people in Banda Aceh who still tend to shop traditionally for the sake of convenience of seeing products, bargains, and social interactions that are not obtained in online transactions.
This shows that conventional shopping orientation is still strongly influencing purchasing decisions.
In addition to shopping orientation, online trust is an important factor in forming buying interest .
Consumers in Banda Aceh often have doubts about the authenticity of products, the accuracy of product descriptions, and transaction security systems on e-commerce platforms.
Although Shopee has provided various consumer protection features such as a refund guarantee and a secure payment system, there are still concerns about fraud and products that do not live up to The lack of digital education and the bad experiences experienced by some users also reinforce this mistrust.
Previous purchase experience also plays a big role in determining the next purchase decision.
Consumers who have experienced issues such as shipping delays, poor customer service, or defective products are likely to lower their purchase interest later in life.
the other hand, positive experiences such as fast delivery, appropriate product quality, and good communication with sellers can increase consumer loyalty to the Shopee platform .
Methods This research was conducted in Banda Aceh.
The object of the research was individual consumers of the Shopee online store in the city of Banda Aceh.
Research design is a research plan and structure that is made in such a way as to obtain answers to research questions.
The research plan is a comprehensive program of research covering the things that will be done in this research starting from making hypotheses and their implications operationally to data The population in this study is all consumers of the Shopee Online Store in Banda Aceh City or consumers who have made purchases at Shopee whose exact amount is unknown.
Samples are part of the number and characteristics possessed by the population.
The determination of the number of samples to be used in this study uses the formula according to the ancient as stated below: .
Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad 4 ( Mo.
2 Where:
: number of samples : normal distribution rate at a significant level of 5% = 1.
Moe : The maximum margin of error is set at 10% or 0.
By using a margin of error of 10%, the minimum number of samples that can be taken is as :n= .
3,84
3,84 = 96,04
0,04
= 96.
04 or 96 and rounded to 96 Based on the calculation results, the number of samples to be used is 96 respondents.
The sampling technique used for data collection was carried out with non-probability sampling using the accidental sampling technique where the researcher tries to attract population members based on social media promotions encountered or the availability of population members.
Sampling was taken based on social media promotions in getting samples, namely meeting with consumers of the Shopee Online Store in Banda Aceh City .
Primary data analysis was carried out by using multiple linear regression analysis techniques with the help of SPSS devices.
The multiple linear regression analysis equation can be developed as follows: .
Y = a b1X1 b2X2 b3X3 e Information:
= Buying interest = Shopping orientation = Online trust = Purchase experience = Constant = Regression coefficient = Tern Error The reliability and validity test is a test of research instruments that will present qualitative The instrument in this study is a questionnaire used to collect qualitative primary data so that it must be able to provide truth and trust through a set of reliability and validity tests .
Data normality testing aims to test whether in the regression model the disruptive or residual variables have a normal distribution.
A good regression model is the distribution of normal or near-normal data.
There are two ways to detect whether residual is normally distributed or not, namely by analyzing images in the form of plots and statistical tests by looking at kurtosis and skewness values.
The normality of the data can be seen from the normal picture view of the probability plot which compares the cumulative distribution of the normal distribution.
The distribution will form one diagonal straight line, and the plotting of the residual data will be compared to the diagonal line.
If the distribution of residual data is normal, then the line describing the actual data will follow its diagonal line .
Hypothesis testing.
It is used to test the significance of the independent variable individually against the bound variable (Y), namely the influence of X1 on Y, the effect of X2 on Y, the effect Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad of X3 on Y, with the test criteria If t calculates Ou t table, then accepts Ha and rejects Ho If t table E t count, then reject Ha and accept Ho.
Results Validity test is a test used to show the extent of the measuring instrument used in measuring what is being measured.
The validity test of the data in this study was carried out statically, namely by using .
the Pearson product-moment coefficient of correlation test with the help of SPSS.
The results of the validity test can be seen in the following table:
No questions Table 1.
Validity test results Coefficient Critical value Variable 5 % (N=.
0,811 0,202 0,817 0,202 0,725 Buying interest
0,202
0,820
0,202
0,657
0,202
0,899
0,202
0,940
0,202
Shopping 0,876 0,202 0,874 0,202 0,940 0,202 0,837 0,202 0,798 0,202 Online trust
0,834
0,202
0,803
0,202
0,810
0,202
0,869
0,202
0,884
0,202
Buying 0,887 0,202 0,866 0,202 0,883 0,202 1 Reliability test Variable Buying interest (Y) Shopping orientation (X.
Online trust (X.
Buying experience (X.
Table 2.
Reliability test results Minimum reliability Cronbach Alpha
0,60
0,907
0,60
0,966
0,60
0,930
0,60
0,956
Ket Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Reliability Reliable Reliable Reliable Reliable 2 Normality test For testing the normality of the data, in this study it will only be detected through Graph Analysis produced through regression calculations with SPPS.
Normal data is characterized by Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad the distribution of data points around a diagonal line.
The results of the data normality test can be seen in the following Figure 1:
Figure 1.
Normality test results 3 Multicollinearity test The multicollinearity test aims to test whether there is a correlation between independent variables in the regression model.
If a correlation occurs, then there is a multicollinearity In a good regression model, there is no correlation between independent variables.
For the multicollinearity test in this study, it is to look at the value of the Variance Inflation Factor (VIF).
The results of the multicollinearity test can be seen in Table 3:
Table 3.
Multicollinearity test results Independent Variables Tolerance VIVID
Information Shopping orientation 0,507 1,973 Non-Multicolinierity Online trust
0,266
3,755
Non-Multicolinierity Buying experience 0,293 3,418 Non-Multicolinierity Based on Table 3, it can be shown that there is no one independent variable that has a Tolerance value of less than 0.
10, meaning that there is no correlation between independent The results of the calculation of the Variance Inflation Factor (VIF) value also show the same thing, there is no one independent variable that has a VIF value of more than 10.
So, it can be concluded that there is no multicoloniality between independent variables in the regression model in this study.
4 Hypothesis testing The hypothesis states that shopping orientation (X.
, online trust (X.
and purchase experience (X.
affect online buying interest (Stud case at the Shopee online store in Banda Aceh Cit.
The models used to estimate these influences are:
Table 4.
Hypothesis testing results Variable name Constant Shopping orientation (X.
Online trust (X.
Buying experience (X.
2,981 0,243 0,207 0,435 Std Error
0,864
0,089
0,093
0,081
Stuttgart
3,451
2,730
2,226
5,370
Table 1,986 1,986 1,986 1,986 Sig.
0,000
0,007
0,031
0,000
Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad 5 Partial test .
-tes.
To test the influence of shopping orientation, online trust and purchase experience on online buying interest .
ase study at the Shopee online store in Banda Aceh Cit.
, a t-statistical test .
was used.
If the value of tcal > value of the table, then H0 is rejected and Ha is accepted, on the other hand, if the value of the tcount < the value of the table, then H0 is accepted, and Ha is The results of the hypothesis test can partially determine the magnitude of the tcal value of each independent variable in this study.
The tcal value of each independent variable will be compared with the t-valueof the table using a confidence interval of 95% or = 0.
6 Simultaneous test (F-Tes.
To test the influence of shopping orientation, online trust and simultaneous purchase experience on online buying interest .
ase study at the Shopee online store in Banda Aceh Cit.
, the F Statistics test (F tes.
was used.
If the value of Fcal > value of Ftable, then Ho is rejected, and Ha is accepted.
On the other hand, if the value of Fcal < the value of Ftalel, then Ho is accepted, and Ha is rejected.
The results of the simultaneous test can be seen in the following Table 5.
Simultaneous test results Type Sum of Squares Mean Square Sig.
Regression 466,657 155,552 14,610 ,000b 1 Residual 979,500 10,647 Total
1446,156
Discussion 1 The influence of shopping orientation on online buying interest The spending orientation variable (XCA) shows a calculated t value of 2.
730 which is greater than the t of the table 1.
986 with a significance level of 0.
008 (< 0.
This means that shopping orientation has a significant effect on online buying interest.
A positive regression coefficient value of 0.
243 indicates that the higher a person's shopping orientation, the greater his interest in making online purchases.
This means that individuals who tend to like to shop, look for promos, and follow trends tend to be more interested in transacting on online platforms .
2 The influence of online trust on online buying interest The online trust variable (XCC) also had a significant effect on online buying interest with a tvalue of 2.
226 > 1.
986 and a significance level of 0.
031 (< 0.
The regression coefficient of 0.
shows that user trust in the online shopping system, such as transaction security, product authenticity, and seller reputation, contributes positively to the increase in buying interest.
other words, the greater the consumer's trust in the e-commerce platform, the higher their desire to make purchases online .
3 The influence of shopping experience on online buying interest The purchase experience variable (XCE) has the strongest influence on online buying interest.
This can be seen from the t-value of 5.
370 which far exceeds the t table .
with a significance level of 0.
000 (< 0.
The value of the regression coefficient of 0.
435 shows that positive experiences in online shopping, such as ease of transactions, delivery speed, and satisfaction with service, are the dominant factors that encourage consumers to return to shopping.
The better the experience that consumers feel, the higher their interest in making repurchases on the platform .
, .
Jurnal Humaniora A Amal Firqi Ramadhan.
Tuwisna.
Suryani Murad Conclusion Based on the results of research that has been conducted on the influence of shopping orientation, online trust, and purchase experience on online buying interest in Shopee users in Banda Aceh City, it can be concluded that all independent variables have a positive and significant effect on online buying interest.
Overall, this study confirms that shopping orientation, online trust, and shopping experience play an important role in shaping and increasing consumer buying interest online.
Therefore, e-commerce platforms need to continue to improve service quality, transaction security, and user experience to be able to retain and attract more consumers in the future.
Acknowledgement The author would like to thank all parties, especially the Faculty of Economics.
University of Muhammadiyah Aceh (Unmuh.
for providing support, assistance, and input in the process of implementing and preparing this research so that it can be completed properly.
AuthorsAo contributions and responsibilities Amal Firqi Ramadhan: conceptualization, methodology, investigation, formal analysis, visualization, and writing Ae original draft.
Tuwisna: supervision and writing Ae review & editing.
Suryani Murad: supervision and writing Ae review & editing.
Funding This research was self-funded by the author.
without external financial support.
Availability of data and materials All data are available from the authors.
Competing interests The authors declare no competing interest.
Additional information No additional information from the authors.
References