Abstrak

The rapid development of digital commerce has\r\ntransformed consumer purchasing behavior and\r\nincreased the importance of convenience and\r\nsecurity in online transactions. This study\r\nexamines the effects of transaction convenience\r\nand transaction security on online purchase\r\ndecisions on Shopee among students of the\r\nBusiness Administration Program at Institut\r\nBisnis dan Multimedia ASMI Jakarta. A\r\nquantitative causal-associative research design\r\nwas employed. Data were collected through a\r\nstructured questionnaire using a five-point Likert\r\nscale. The population consisted of 91 active\r\nstudents, and a saturated sampling technique was\r\napplied, resulting in 80 valid respondents. Data\r\nwere analyzed using descriptive statistics,\r\nPearson correlation, multiple linear regression,\r\nand t- and F-tests using SPSS. The results indicate\r\nthat transaction convenience has a positive and\r\nsignificant partial effect on online purchase\r\ndecisions (t = 4.614, p < .001; β = .463). Transaction\r\nsecurity also has a positive and significant partial\r\neffect (t = 3.472, p < .001; β = .349). Simultaneously,\r\ntransaction convenience and security significantly\r\npredict purchase decisions (F = 45.782, p < .001),\r\nwith an R² of .543. Thus, the two predictors jointly\r\nexplain 54.3% of the variance in online purchase\r\ndecisions

Detail Dokumen