Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 580-584
Effect of Perceptions of Benefits, Perceptions of Ease and Attitudes of Behavior on Consumer Interests in Using the Shopee Online Shopping Site
Fenny Krisna Marpaung1, Tommy Pratama2, Richard Marlie3, Nicholas Liefandy4
1,2,3,4Universitas Prima Indonesia, Indonesia
Corresponding Author: Fenny Krisna Marpaung
ABSTRACT
This study aims to observe and analyze the effect of perceptions of benefits, perceptions of ease, and attitudes of behavior on consumer interests in using the shopee online shopping site. This research uses research methods with quantitative methods and the nature of the research used is explanatory research to see the cause-effect relationship. The number of population and samples used in this study involved 100 respondents. The sampling method used was purposive sampling method. Purposive sampling is a technical sampling of data with certain criteria. Data analysis using multiple linear regression. The results of this study indicate that perceptions of benefits, perceptions of ease, and attitudes of behavior have a positive effect on consumer interests in using the shopee online shopping site. The result value of the percentage of the consumer interests variable obtained from the results of the coefficient of determination is 70%, meaning that consumer interests is explained by perceptions of benefits, perceptions of ease, and attitudes of behavior, but the remaining 30% is explained by other variables not examined such as product quality, product innovation and differentiation product.
Keywords: Perceptions of Benefits, Perceptions of Ease, Attitudes of Behavior, Consumer Interests.
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