The Role of Trust, Perceived Enjoyment, and Perceived Usefulness in Enhancing Online Purchase Intention on the Shopee Live Platform in Sidoarjo
Peran Trust, Perceived Enjoyment, dan Perceived Usefulness dalam Meningkatkan Minat Beli Online pada Platform Shopee Live di Sidoarjo
DOI:
https://doi.org/10.21070/ups.11565Keywords:
Purchase Interest, Perceived Enjoyment, Perceived Usefulness, TrustAbstract
The research’s seeks to examine the consumers' intention to purchase online through Shopee Live through the influence of Perceived Enjoyment, Trust, and Perceived Usefulness. The distribution of the questionnaire is used to collect data obtained from the research population, namely Shopee users as respondents or research samples. In this study, a quantitative approach is used, where the data were analyzed and numbers are produced, which are then the descriptions presented descriptively. Analyzed through SPSS version 23.0 by conducting a T test, F test, Multiple Correlation Coefficient (R) Test, Multiple Determination Coefficient (R2) Test Classical Assumption and Multiple Linear Regression. The findings reveal that Trust, Perceived Enjoyment, and Perceived Usefulness influence online purchasing interest.
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