Pengaruh Persepsi Harga, Program Gratis Ongkir, Dan Kepercayaan Terhadap Minat Beli Online Melalui Platform Shopee (Studi Kasus Pada Mahasiswa FEB Unisma Angkatan 2023)

Muhamad Nur Faisal, Budi Wahono, Khalikussabir Khalikussabir

Abstract


Abstract

 

The aim of study it to analyse the influence of perception, free shipping programmers, and trust on the willingness to buy online through the Shopee platform among FEB Unisma students in the 2023 intake. The quantitative explanatory approach was used, with a purposive sampling method. The variables studied were price perception, free shipping programmes, and trust, which are important in measuring the level of interest in buying on the Shopee e-commerce platform. The results of the study show that the variables of perception, free shipping programmes, and trust are known to have a positive and significant influence, both simultaneously and individually. This study is expected to contribute to a more indepth understanding of the factors influencing purchasing behaviour on the Shopee e-commerce platform.

 

Keywords: Purchase Interest, Price Perception, Free Shipping Program, Trust, Shopee


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