PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP PERILAKU PEMBELIAN IMPULSIF PENGGUNA SHOPEE PAYLATER

YULIA CHAERANI AZZAHRA, . (2025) PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP PERILAKU PEMBELIAN IMPULSIF PENGGUNA SHOPEE PAYLATER. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kemudahan penggunaan terhadap perilaku pembelian impulsif pengguna Shopee PayLater. Sampel dalam penelitian ditentukan dengan menggunakan teknik non probability sampling dengan jenis teknik yang digunakan adalah purposive sampling. Penelitian ini menggunakan sampel sebanyak 297 partisipan dengan karakteristik sampel pada penelitian ini adalah perempuan dan laki-laki berusia 18-39 tahun serta pernah menggunakan Shopee PayLater. Variabel pembelian impulsif diukur menggunakan impulsive buying tendency scale dengan nilai cronbach’s alpha sebesar 0,891 sedangkan variabel persepsi kemudahan penggunaan diukur dengan menggunakan perceived ease of use scale dengan nilai cronbach’s alpha sebesar 0,847. Penelitian ini telah mengadaptasi alat ukur perceived ease of use agar disesuaikan dengan konteks budaya di mana peneliti melakukan penelitian. Hasil analisis regresi menunjukkan nilai signifikansi sebesar 0,001 dengan R square 0,060, yang mana dapat disimpulkan bahwa terdapat pengaruh persepsi kemudahan penggunaan terhadap perilaku pembelian impulsif pengguna Shopee PayLater sebesar 6% dengan arah hubungan yang negatif, yang berarti jika tingkat persepsi kemudahan semakin tinggi, maka semakin rendah tingkat pembelian impulsif yang dilakukan oleh konsumen. Kata kunci: pembelian impulsif, persepsi kemudahan penggunaan, e-commerce, Shopee, Shopee PayLater ***** This study aims to examine the effect of perceived ease of use on impulsive buying behavior among Shopee PayLater users. The sample in this study was determined using a non-probability sampling technique, specifically purposive sampling. A total of 297 participants were involved, with sample characteristics consisting of male and female respondents aged 18 to 39 years who had previously used Shopee PayLater. The impulsive buying behavior variable was measured using the Impulsive Buying Tendency Scale, which had a Cronbach’s alpha value of 0.891. Meanwhile, the perceived ease of use variable was measured using the Perceived Ease of Use Scale, with a Cronbach’s alpha of 0.847. The measurement tool for perceived ease of use was adapted to fit the cultural context in which the research was conducted. Regression analysis results showed a significance value of 0,001 with an R square value of 0,060, indicating that perceived ease of use has a significant influence on impulsive buying behavior by 6%, with a negative directional relationship. This means that higher perceived ease of use corresponds with lower levels of impulsive buying behavior. Keywords: impulsive buying, perceived ease of use, e-commerce, Shopee, Shopee PayLater

Item Type:	Thesis (Sarjana)
Additional Information:	1). Liza Yudhita Widyastuti, M.Psi., Psikolog. ; 2). Reny Rustyawati, M.A.
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Yulia Chaerani Azzahra .
Date Deposited:	12 Aug 2025 03:34
Last Modified:	12 Aug 2025 03:34
URI:	http://repository.unj.ac.id/id/eprint/59951

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