PENGARUH PERCEIVED CHARACTERISTIC OF ONLINE SHOPPING TERHADAP INTENTION TO PURCHASE PADA APLIKASI SHOPEE

This study aims to determine the effect of the perceived characteristic of online shopping on the intention to purchase on the Shopee application. The population used in this research is Shopee users in Bantul. The questionnaires were distributed by accidental sampling to a sample of 100 respondents. Data were analyzed using multiple linear regression analysis. The results in this study state that perceived usefulness, perceived ease of use, and perceived enjoyment have a positive and significant effect on intention to purchase. Perceived security has no significant positive effect on intention to purchase. This finding implies that Shopee can maintain and improve the perceived usefulness, perceived ease of use, perceived enjoyment, and perceived security that its users feel so as to increase the intention to purchase.