Pengaruh Orientasi Belanja dan Kepercayaan Online Terhadap Minat Beli Pada Toko Online Shopee
DOI:
https://doi.org/10.47747/snfmi.v3i1.3067Abstract
The problem formulation in this study is whether shopping orientation and trust influence purchasing interest in the Shopee online store. This study, uniquely conducted on Lamappapoleonro University students located on Jl. Kesatria, Botto Village, Lalabata District, Soppeng Regency, holds particular relevance to our audience. The respondents in this study were selected using a purposive sampling method, namely those from the population who met specific criteria. The criteria for determining respondents in this study were Lamappapoleonro University students who had shopped on the Shopee buying and selling site. To examine whether shopping orientation and trust influence Lamappapoleonro University students' purchasing intention on the Shopee e-commerce site, a multiple regression analysis was used. From the results of the multiple regression analysis, it can be concluded that shopping orientation and trust have a positive and significant effect on Lamappapoleonro University students' purchasing intention on the Shopee e-commerce site. This positive influence, as revealed by the discussion and conclusions of this study, is both partial and simultaneous. Therefore, the following recommendations can be made: Shopee should intensify promotions to encourage people to shop online and improve the quality of the goods sold by verifying sellers and ensuring they are genuine. This is because if consumers' shopping lifestyle needs are met, they will be interested in making purchases.
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