Analisa Faktor Yang Mempengaruhi Minat Beli Pada Online Shop

Abstract

Abstract

This study aims to analyze the effect of perceived enjoyment and perceived usefulness on buying interest at online shop Tokopedia. The population in this study were active students of the malang Islamic university class of 2018 majoring in management. The sampling technique used is proportional random sampling or random sampling. The formula used is slovin with a sampel value of 84 respondents. This study use a quantitative apporoach with explanatory research. Explanatory research is research that explains the relationship between the variables X and Y. this study uses primary data and uses data collection menthods by distributing online questionnaires and using questionnaire filling criteria, namely active management student of the 2018class and those who have experience doing transaction online shop. Then to measure the answers of respondents used a like scale. In this study using multiple linier regression analysis method and the result show that perceived enjoyment anda perceived usefulness have a positive and significant effect on buying interest.

Keyword: Perceived Enjoyment, Perceived Usefulness, Buying Interest