Pengaruh Kemudahan Penggunaan Aplikasi dan Pengalaman Berbelanja terhadap Minat Beli Secara Online pada Platform E-Commerce Shopee (Studi Kasus pada Mahasiswa Universitas Teknologi Mataram)

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Dwi Tesna Andini1*, Leon Maniza2

1 Universitas Teknologi Mataram, 2 Universitas Teknologi Mataram

Abstract

This study aims to analyze the effect of ease of use of applications and shopping experience on online buying interest in shopee e-commerce platform (case study Mataram Univeristy of Technology students). This type of research is associative research. The population in this study were Mataram Univeristy of Technology students. The number of samples taken using nonprobability sampling method with purposive sampling type. The sample data used was 97 respondents. The data collection technique used a questionnaire. Data analysis using multiple linear regression analysis shows (Y = 5.931 + 0.304X1 + 0.432X2). Based on the results of hypothesis testing partially the ease of use of the application does not have a significant effect on buying interest with a t value of 1.607 < t table 1.973, and shopping experience has a significant effect on buying interest with a t value of 3.492 > t table 1.974. Simultaneously ease of use of the application, shopping experience has a significant effect on buying interest with F count 17.247> F count 3.09 with a significance of 0.000.

Keywords:
Ease of Use of Applications and Shopping Experience

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How to Cite
Andini, D. T., & Maniza, L. (2024). Pengaruh Kemudahan Penggunaan Aplikasi dan Pengalaman Berbelanja terhadap Minat Beli Secara Online pada Platform E-Commerce Shopee (Studi Kasus pada Mahasiswa Universitas Teknologi Mataram). BINTANG, 6(3), 73-84. https://doi.org/10.36088/bintang.v6i3.5626
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