PENGARUH KEMUDAHAN DAN KEPERCAYAAN TERHADAP MINAT BELI PADA ONLINE SHOP (STUDI KASUS PADA ONLINE SHOP LAZADA)
DOI:
https://doi.org/10.61769/jabs.v5i2.484Abstract
ABSTRACT
The development of internet technology has increased the growth of e-commerce users and made e-commerce a promising business, so that many e-commerce players have sprung up. This makes the competition between e-commerce actors increasingly tight, and to attract consumer buying interest, e-commerce must provide convenience and trust to consumers. E-commerce is here to make it easier for consumers to shop so that consumers don't have to waste time and energy on getting the products they want, and in the online shopping process trust is needed, because consumers can't see products directly. One of the e-commerce companies in Indonesia is Lazada. The purpose of this study was to analyze the effect of convenience and trust on buying interest in the Lazada online shop. This study is a quantitative study with a sample of 210 respondents on consumers who have used Lazada at least 1 time and have a desire to buy products at Lazada. The analytical tool used is multiple regression analysis. This research has also been tested for validity and reliability so that it is continued with hypothesis testing with t test, F test and coefficient of determination (R2). Simultaneously, convenience and trust have an effect of 47.8% on buying interest and the remaining 52.2% is influenced by other factors not examined in this study. The results showed that there was a simultaneous and partial influence between convenience and trust on buying interest in Lazada.
Keywords : Convenience, Trust, Buying Interest
ABSTRAK
Berkembangnya teknologi internet membuat semakin meningkatnya pertumbuhan pengguna e-commerce dan menjadikan e-commerce sebagai bisnis yang cukup menjanjikan, sehingga banyak pelaku-pelaku e-commerce yang bermunculan. Hal tersebut membuat persaingan antar pelaku e-commerce semakin ketat, dan untuk menarik minat beli konsumen maka sebuah e-commerce harus memberikan kemudahan dan kepercayaan kepada konsumen. E-commerce hadir untuk memudahkan konsumen dalam berbelanja sehingga konsumen tidak perlu membuang waktu dan tenaga dalam mendapatkan produk yang diinginkan, dan dalam proses belanja online diperlukan kepercayaan, karena konsumen tidak dapat melihat produk secara langsung. Salah satu e-commerce yang ada di Indonesia adalah Lazada. Tujuan dalam penelitian ini adalah untuk menganalisis pengaruh kemudahan dan kepercayaan terhadap minat beli pada online shop
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