PENGARUH KEPERCAYAAN DAN PENGALAMAN BELANJA DI E- COMMERCE TERHADAP PERILAKU KONSUMEN PENGGUNA SHOPEE DI YOGYAKARTA

Article Sidebar

pdf (Bahasa Indonesia)
Published: Jun 21, 2023
DOI: https://doi.org/10.51277/keb.v18i1.137

Main Article Content

Yuyun Wahyuni
STIE Isti Ekatana Upaweda Yogyakarta
Wilis Fahlefi
Akademi Manajemen Administrasi Yogyakarta
Yuliantoharinugroho Yuliantoharinugroho

Abstract

This study aims to determine the effect of trust and shopping experience in E-commerce on the consumer behavior of Shopee users in Yogyakarta. The sampling technique used in this study is purposive sampling in which the sample selected according to certain characteristics is 100 respondents. Data collection was carried out by distributing questionnaires to respondents. Collection techniques using SPSS.17. Data analysis using multiple regression. Based on the research results, it is stated that trust and shopping experience have a positive influence on consumer behavior.


Keywords: Consumer Behavior, Trust and Shopping Experience Online

Article Details

Issue
Vol. 18 No. 1 (2023)
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Jurnal SOLUSI memberikan akses terbuka terhadap siapapun agar informasi dan temuan pada artikel tersebut bermanfaat bagi semua orang. Semua konten artikel Jurnal ini dapat diakses dan diunduh secara gratis, tanpa dipungut biaya, sesuai dengan lisensi creative commons yang digunakan.