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Pengaruh Perceived Risk, Perceived Usefulness, dan Perceived Ease of Use Terhadap Purchase Intention dan Purchase Decision : Studi Pada Pengguna Shopee Paylater Generasi Y dan Z di Kota Malang

RINGKASAN

Layanan pembayaran digital telah tumbuh pesat, terutama dengan inovasi seperti
"PayLater" dari Shopee yang memungkinkan pembelian sekarang dan
pembayaran kemudian, memberikan fleksibilitas keuangan. Meskipun fitur ini
menawarkan banyak keuntungan, faktor seperti persepsi risiko, kegunaan, dan
kemudahan penggunaan dapat memengaruhi niat dan keputusan pembelian
konsumen. Penelitian ini mengevaluasi pengaruh Perceived Risk, Perceived
Usefulness, dan Perceived Ease of Use terhadap Purchase Intention dan
Purchase Decision pengguna Shopee PayLater di Kota Malang.

Penelitian menggunakan metode kuantitatif eksplanatori dengan teknik purposive
sampling pada 167 responden. Analisis data dilakukan dengan Structural Equation
Modeling (SEM) menggunakan SmartPLS 4. Hasil menunjukkan bahwa Perceived
Risk memiliki pengaruh negatif namun tidak signifikan terhadap Purchase
Intention. Sebaliknya, Perceived Usefulness dan Perceived Ease of Use
berpengaruh positif dan signifikan terhadap Purchase Intention. Perceived Risk
berpengaruh positif namun tidak signifikan terhadap Purchase Decision,
sementara Perceived Usefulness berpengaruh tidak signifikan terhadap Purchase
Decision. Perceived Ease of Use memiliki pengaruh positif dan signifikan terhadap
Purchase Decision, dan Purchase Intention berpengaruh signifikan terhadap
Purchase Decision. Implikasi dari penelitian ini menganjurkan pentingnya
meningkatkan persepsi kegunaan dan kemudahan penggunaan Shopee PayLater
untuk mendorong niat dan keputusan pembelian, serta menyediakan informasi
yang jelas tentang keamanan layanan untuk mempertahankan kepercayaan
pengguna.

Kata Kunci: Persepsi Risiko, Persepsi Kegunaan, Persepsi Kemudahan,
Penggunaan, Niat Pembelian, Keputusan Pembelian.

SUMMARY

Digital payment services have grown rapidly, especially with innovations such as
Shopee's "PayLater," which allows for purchases now and payments later,
providing financial flexibility. Although this feature offers many benefits, factors
such as perceived risk, perceived usefulness, and perceived ease of use can
influence consumers' purchase intentions and decisions. This study evaluates the
impact of Perceived Risk, Perceived Usefulness, and Perceived Ease of Use on
Purchase Intention and Purchase Decision among Shopee PayLater users in
Malang City.

The research employs a quantitative explanatory method with purposive sampling
techniques on 167 respondents. Data analysis is conducted using Structural
Equation Modeling (SEM) with SmartPLS 4. The results indicate that Perceived
Risk has a negative but not significant effect on Purchase Intention. Conversely,
Perceived Usefulness and Perceived Ease of Use have a positive and significant
effect on Purchase Intention. Perceived Risk has a positive but not significant effect
on Purchase Decision, while Perceived Usefulness has an insignificant effect on
Purchase Decision. Perceived Ease of Use has a positive and significant effect on
Purchase Decision, and Purchase Intention significantly affects Purchase
Decision. The implications of this study highlight the importance of enhancing the
perceived usefulness and ease of use of Shopee PayLater to drive purchase
intention and decision, as well as providing clear information about the service's
security to maintain user trust.

Keywords: Perceived Risk, Perceived Usefulness, Perceived Ease of Use,
Purchase Intention, Purchase Decision.

Ketersediaan
202577TES 658,82 NAS p 2025 K1Fadel Muhammad Resource Center (Ilmu Terapan dan Teknologi)Tersedia namun tidak untuk dipinjamkan - No Loan
Informasi Detail
Judul Seri
-
No. Panggil
TES 658,82 NAS p 2025 K1
Penerbit
Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang.,
Deskripsi Fisik
xviii, 192 Halaman ; Ilus : 29,5 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
658,82
Tipe Isi
text
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PUrchase Intention
Perceived Risk
keputusan pembelian
persepsi Kegunaan
penggunaan
perceived usefulness
perceived ease of use
purchase decision
Tesis / Thesis
Persepsi Risiko
Persepsi Kemudahan
Niat Pembelian
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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