Pengaruh Kepercayaan, Keamanan Dan Kualitas Informasi Terhadap Keputusan Pembelian Online Di Aplikasi Shopee Di Bandar Lampung

Abstract

The rapid development of e-commerce in Indonesia, especially the Shopee application, has changed consumer behavior in shopping. This research aims to analyze the influence of trust, security and quality of information on online purchasing decisions via the Shopee application in Bandar Lampung. The data used in this research is primary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. The population in this study are active Shopee users in Bandar Lampung. The sample in this research was non-probability sampling with purposive sampling technique. The number of samples in this study was 100 respondents taken using the Cochran formula. Data analysis in this research uses Multiple Linear Regression Analysis. Hypothesis testing results state that trust(X1), security(X2) and quality of information(X3) significantly influence consumer purchasing decisions(Y). It is hoped that the research results can contribute to e-commerce business players, especially Shopee, in increasing the trust and security of transactions, so as to increase the number and frequency of consumer purchases.