Pengaruh Persepsi Kemudahan Penggunaan terhadap Keputusan Pembelian pada Pengguna Shopee PayLater di Kota Medan

Cecilia

Cecilia STIE Eka Prasetya

Keywords: E-commerce, Consumer, PayLater, Perceived ease of use, Purchasing decision

Abstract

Introduction. In the current era of digitalization, many activities that were originally carried out directly (offline) are now more often carried out remotely via the internet network (online). With the availability of various marketplace platforms such as Shopee, Tokopedia, Lazada, Blibli, Bukalapak, etc., the development of digital transactions to increase efficiency and consumer convenience in facilitating financial services in the form of ease of payment in e-commerce transactions, one of which uses the PayLater feature payment or buy now pay later.

Data Collection Method. Determination of the minimum sample size based on the Hair formula required amounted to 30 samples. The data collection method in this study uses Quantitative methods by distributing questionnaires to respondents as measured by a Likert scale.

Analysis Data. The data obtained from the questionnaire was processed using the SPSS (Statistical Product and Science Solution) computer application program version 25.

Results and Discussions. Based on the results of the research conducted, it is obtained that Ha is accepted, which means that partially the Ease of Use variable has a significant influence on Purchasing Decisions on the use of Shopee Paylater in Medan city with a significance value of 0.000 <0.05 and a t value of 6.820> t table 2.048. This shows that the higher the ease of use in using Shopee Paylater, the higher the purchasing decisions made by consumers who use Shopee Paylater.

Conclusions. Increasing the ease of using a PayLater feature can increase consumer interest in buying the products needed and desired in the e-commerce without having to make payments in cash and can be made on credit so that it can lead to purchasing decisions for the desired and needed goods. With this research, it is hoped that consumers can also be wiser in using the PayLater feature in fulfilling their wants and needs for a product, so that in addition to the convenience of the system, consumers must also pay attention in terms of the ability to make payments.