Pengaruh Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value Terhadap Purchase Intention Pada Shopee.co.id

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation dan Price Value terhadap Purchase Intention pada Pengguna Shopee di Bandung. Tujuan dilakukannya penelitian ini adalah untuk menguji dan menganalisis apakah Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation dan Price Value terhadap Purchase Intention pengguna Shopee. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deksriptif. Jenis data yang dibutuhkan untuk penelitian ini adalah data primer dan data sekunder. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis purposive sampling, dengan jumlah responden sebanyak 100 responden pengguna Shopee. Teknik analisis data menggunakan analisis deskriptif dan Statistical Product and Service Solutions (SPSS). Hasil penelitian secara signifikan menunjukan bahwa variabel e-WoM, Trust, dan Purchase Intention pada pengguna Shopee di Bandung berada pada kategori baik. Hasil analisis SPSS juga menunjukkan bahwa Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation dan Price Value memiliki pengaruh dan signifikan terhadap Purchase Intention. Kata Kunci: Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value Purchase Intention, Shopee. Abstract This research was conducted to determine the effect of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation and Price Value on Purchase Intention in Shopee Users in Bandung. The purpose of this research is to test and analyze whether Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation and Price Value on Purchase Intention of Shopee users. The method used in this research is quantitative method with descriptive research type. The types of data needed for this research are primary data and secondary data. Sampling was done by using a non-probability sampling method with purposive sampling type, with a total of 100 respondents using Shopee users. Data analysis techniques used descriptive analysis and Statistical Product and Service Solutions (SPSS). The results of the study significantly show that the variables of e-WoM, Trust, and Purchase Intention for Shopee users in Bandung are in a good category. The results of the SPSS analysis also show that Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation and Price Value have a significant and significant influence on Purchase Intention. Keywords: Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value Purchase Intention, Shopee.