Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024
THE INFLUENCE OF PERCEIVED EASE OF USE ON ONLINE
PURCHASING DECISIONS ON E-COMMERCE SHOPEE IN
SOLOKANJERUK DISTRICT.
BANDUNG REGENCY
Sugiharto Fadillah1 .
Nisa Septiani2 .
Nisa Raudatul Janah3
1,2,3
Management Study Program.
STIE Gema Widya Bangsa.
Bandung.
Indonesia sugihartof11@gmail.
com , 2 septianisa4343@gmail.
com, 3 nisaraudhatul@gmail.
ABSTRACT
The Shopee E-Commerce application is an online buying and selling site and is one of the e-commerce sites currently developing in Indonesia, including in the Solokanjeruk District area.
Even though online shopping has numerous benefits, the complexity of using the website itself, in this case an online shopping site, can be something that can confuse users.
So, this research aims to determine the influence of Perceived Ease of Use on online purchasing decisions at Shopee E-Commerce in Solokanjeruk District.
Bandung Regency.
Knowing the ease of use of Shopee will increase sales at the Shopee The method used in this research is quantitative using associative descriptive research.
With a population of Shopee application users in Solokanjeruk District of 16,254 people.
The sampling technique used was probability sampling with simple random sampling and using the Slovin formula to obtain a sample of 100 The research results show that Perceived Ease of Use has a significant influence on online purchasing decisions at Shopee E-Commerce in Solokanjeruk District.
Bandung Regency.
From these results it can be concluded that the null hypothesis is rejected, and the alternative hypothesis is accepted so that "Perceived Ease of Use has a significant influence on online purchasing decisions in E-Commerce in Solokanjeruk District.
Bandung Regency".
Keywords: perceived ease of use.
purchase decision.
e-commerce INTRODUCTION Internet in e-commerce makes it easier for people to shop.
So that consumers no longer need to go to transactions and services and information conducted centers such as malls, consumers and certain supermarkets, and others to shop.
However, simply by using gadgets , 2020: .
trade in (Mufarizzaturrizkiyah consumers can shop by visiting various The existence of e-commerce has websites which are often referred to as changed consumer shopping patterns E-Commerce.
According to David from conventional to online through Baum, 'E-Commerce is a dynamic set various online buying and selling sites in Indonesia.
With the rise of e- Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 commerce in Indonesia and even in the between 15-64 years, namely 59,496 world, consumers still choose an online buying and selling site that is easy and fast for users to understand and use.
smartphone that can be used one of Perception of convenience is the extent to which a person believes that using a technology can be freed from the effort that has an impact on one's behavior, namely the higher a person's perception of the ease of using a system, the higher the level of purchasing decisions using information technology (Lestarie et al.
, 2020:.
them to buy products or services Which The following e-commerce survey data is most often used to buy Solokanjeruk District.
Shopee is a platform specifically designed to provide an online shopping experience that provides convenience and security for customers who want to find the desired product.
Shopee aims to continue to advance and develop into first-choice e-commerce Indonesia.
Shopee also has a wide selection of product categories, ranging Source: Data Processed, 2023 Figure 1.
Data results is most often used to buy products online in Solokanjeruk District Based on the data above, it shows that Shopee is an E-Commerce with an beauty, and others and even Shopee e-commerce application that is most also provides online food ordering.
The often used to buy products or services convenience and security provided by the Shopee application is one of the Bandung Regency in 2023.
This data is reasons people in Solokanjeruk District taken based on the results of a survey use it when purchasing products or of 40 people who have time to fill out services online.
the questionnaire that has been made.
from clothing.
Solokanjeruk District.
No exception is the community The number of users can show the ease in Solokanjeruk District.
Bandung of managing applications to make sales Regency with a population of 86.
on the shoppe marketplace.
thousand people with a vulnerable age Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 Where the Shopee application they find it easy to use when buying reaches 75% with the highest number products or services online.
The ease of of e-commerce applications that are use of a website will be considered by most often used, followed by the consumers before making transactions Lazada application with the second or shopping position at 20% and the Tokopedia Although application which is in the third numerous benefits, the complexity of position at 5%.
This data can show that using the website itself, which in this the purchasing opportunities at Shopee case is an online shopping site, can be are greater than other marketplaces, something that can be confusing for its because of the convenience consumers feel in the purchasing process through Shopee.
for products online.
As is the case with the Shopee The following is survey data conveniences for everyone who uses it.
about people in Solokanjeruk District For example, users can find items in using e-commerce applications:
easily in the search field by simply typing the desired item or entering a picture of the item being searched.
Shopee also provides various payment methods that make it easy for its users.
However, it does not rule out the possibility that the choice of products and services displayed on the platform Source: Data Processed, 2023 Figure 2.
Data results about people in Solokanjeruk District in using ecommerce applications.
Based on this graph, it is explained that most people choose to agree that the application they choose with the Shopee application occupies the first position most often used where will cause difficulties in selecting products and services because there are so many choices displayed, thus influencing purchasing decisions.
Previous research that has been conducted as material for comparison and study, has been conducted by (Salsabila et al.
, 2.
with the title The Effect of Perceptions of Risk.
Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 Benefits and Ease of Use on Online does not Purchasing Decisions on the Shopee purchasing decisions by consumers.
Application (Case Study on UST So according to (Suryani, et al.
Active Student.
the results of the study 2022:.
argue that 'the reason the concluded that based on the results the variable ease of use of technology does ease of use variable has a significant not have a positive and significant effect on the purchasing decision effect on purchasing decisions on the Shope Meanwhile, suspect that the convenience of the research conducted by (Dewi and Nina.
Shopee 2.
with the title The Effect of Ease, platforms such as Zalora.
Tokopedia.
Security and Purchase Experience on Bukalapak and so on does not have a Online Purchasing Decisions Using the striking difference both from ease of Shopee Application (Case Study of payment, use and others so that it does Students of the Faculty of Economics, not affect their purchasing decisions in Maarif using the Shopee marketplace.
Hasyim Latif University Sidoarj.
the results of his research state that partially the convenience effect on Then in research conducted by (Suryani et.
, 2.
with the title The Effect of Electronic Word Of Mouth.
Ease of Use of Technology.
Benefits and Trust on Purchasing Decisions at Marketplace Shopee, the results of the t test in this study indicate that the variable ease of use of technology gets the result that the ease of use of technology in the Shopee marketplace IMPLEMENTATION METHOD The research method used in this study is quantitative.
methods, this research uses the Survey By level in research, this research uses descriptive and associative problem formulations.
type of analysis method used.
This method is also called a confirmative method so that the author wants to find the relationship between the independent Perceived Ease of Use on Purchasing Decisions as the dependent variable.
Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 The variables in this study are Coefficient Analysis.
Regression the Independent / free variable (X).
Analysis.
Determination Coefficient Analysis and Hypothesis Testing.
Perceived .
erceived Ease Use ease of us.
and the These analyzes and tests are as follows:
Dependent / dependent variable (Y) is the purchase decision.
The population in this study are people or residents who live in Table 1.
Results of Correlation Coefficient Analysis.
Regression Analysis.
Determination Coefficient Analysis and Hypothesis Testing The type of sampling used in this Correlations Perceive d Ease Purchasing of Use Decision Perceived Pearson
,579 **
Ease of Correlation Use Sig.
,000
Purchasing Pearson
,579 **
Decision Correlation Sig.
,000
Source: Data Processed, 2023 study is simple random sampling.
It is From this table, the results of the said to be simple .
because correlation coefficient analysis using sampling from the population is done Pearson product moment are obtained randomly without regard to the strata in with a value of 0.
579 which means that the population.
This is done when the Correlation Coefficient Analysis of Perceived Ease of Use on Online considered homogeneous.
(Sugiyono.
Purchasing Decisions at E-Commerce 2022:.
Shopee Solokanjeruk District who always or have ever purchased products or services online through the Shopee ecommerce With number of Shopee application users in Solokanjeruk District, namely 16.
users out of 86.
79 thousand total population in Solokanjeruk District.
Solokanjeruk District.
Bandung Regency is in the interval RESULT AND DISCUSSION The results of research on the relationship/influence of the Perceived Ease of Use variable (X) on the Purchasing Decision variable (Y).
The 40 - 0.
So that the level of relationship is moderate or strong The results of the regression analysis in this study are as follows:
Correlation Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 Table 2.
Results Coefficientsa Standa Unstandardized Coeffi Coefficients Std.
Model
Error Beta
1 (Consta 19,538 2,963 Perceiv
,507 ,072
,579
ed Ease of Use Table 3.
Determined Test Results Model Summary b Adjusted R R Square Square ,57 ,335 ,328 Model Sig.
6,595
,000
7,021
,000
Std.
Error of the Estimate 4,70840 From this table, the determined test result is 0.
So, it can be concluded that the effect of the Perceived Ease of Use (X) variable on From this table, the results of the the Purchasing Decision (Y) variable is regression coefficient analysis using 5%, while 66.
5% is influenced by simple linear regression are Y = 19.
other variables not examined.
The results of the t test in this An0.
507A^x which explains that the 538 is a constant price study are as follows:
(Purchase Decision Value if Perceived Table 4.
Results Of the T Test Coefficientsa Standa Unstandardize Coeffi d Coefficients cients Std.
Error Beta Ease of Use = .
507 is a regression analysis that shows an increase in Perceived Ease of Use.
So, it can be concluded that for every Model additional 1 value of Perceived Ease of 1 (Constan.
19,538 2,963 Use, the Purchasing Decision value increases by 0.
Perceived ,507 ,072 ,579 Sig.
6,595
,000
7,021
,000
Ease of Use The results of the coefficient of From this table above, the t test determination analysis in this study are as follows:
According (Sugiyono, 2019:.
the basis for making the t test decision is by means of the calculated t value compared to the t table, as follows:
If t value < t table, then the null hypothesis is accepted.
Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 If t value > t table, then the null hypothesis is rejected.
variable X (Perceived Ease of Us.
and variable Y (Purchase Decisio.
, it Because the calculated t value is explains that variable X (Perceived 021 > t table which has a value of Ease of Us.
on E-Commerce Shopee So, it can be concluded that in Solokanjeruk District.
Bandung the null hypothesis is rejected, and the Regency, the results of all respondents' alternative hypothesis is accepted so that "Perceived Ease of Use has a .
75%).
Where these results when Online described in the form of a continuum Purchasing Decisions at E-Commerce line approach the direction Agree that Shopee the Shopee application is easy to use by Solokanjeruk District.
Bandung Regency".
get a value of 5,145 people in Solokanjeruk District when Then to determine the direction they want to purchase products or of the t test results, it is obtained from services online.
This is in line with the the curve drawing as follows:
theory used in this study, where the perceived ease of use as a level of a person has the belief that the use of information technology can reduce a person's effort in doing something and all indicators in variable X are in the Shopee application.
Source: Data Processed, 2023 Then in variable Y (Purchase Figure 3.
Curve of the T test Based on the curve above, it is known that the t value of 7.
021 is in the positive influence area, so it can be concluded that "There is a positive influence on the Perceived Ease of Use (X) Purchasing Decision variable (Y)".
Based on the research results that have been described above regarding Decisio.
Shopee E-Commerce Solokanjeruk District.
Bandung Regency, the results of all respondents' responses received a value of 4,930 .
17%).
Where these results when described in the form of a continuum line approach the direction of Agree, that people in Solokanjeruk District have a good attitude in making decisions to purchase products or Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 Shopee And the t test results obtained a This is in line with the value of 7.
021 which when compared theory used in this study, where the to the t table of 1.
984 the t value is purchase decision is to buy the most greater than the t table.
Therefore, the preferred brand but there are two null hypothesis is rejected, and the factors that are between purchasing alternative hypothesis is accepted, decisions, one of which is attitude or which means "Perceived Ease of Use perception such as the perceived ease affects online purchasing decisions at E-Commerce Shopee in Solokanjeruk Solokanjeruk District on the Shopee District.
Bandung Regency".
This is in application so that they decide to buy line with the theory used in this study that ease of use affects customer use possessed Shopee because the So that Perceived Ease of Use has consideration when buying a product or an influence on online purchasing service can be seen from the ease of use decisions at E-Commerce Shopee in of a website.
Solokanjeruk
CONCLUSION
District.
Bandung Regency.
This is evidenced by the Perceived Ease of Use at E- results of the correlation test value of Commerce Shopee in Solokanjeruk 579 which has a Moderate or Strong District.
Bandung Regency from the enough relationship level.
Although it conducted by Suryani et.
, .
that distributing questionnaires via Google the ease of use of technology on the Forms that the overall respondent's Shopee marketplace does not result in response was 5145 .
75%), on the or decrease in purchasing decisions by continuum line the value is close to Agree.
Therefore.
Perceived Ease of Then the determination Use E-Commerce District.
Shopee results get a value of 0.
335 or have an Solokanjeruk Bandung influence of variable X on variable Y of Regency can be categorized as Good or 5% while 66.
5% is influenced by Easy to use by people in Solokanjeruk other variables not examined in this District when buying products online.
Journal of Business and Management Inaba E-ISSN 2829-5331.
P-ISSN 2829-6559
VOLUME 03 NO.
June 2024 Purchasing Decisions Commerce Shopee in Solokanjeruk District.
Bandung Regency as a whole, the results of REFERENCES