Penerapan Analisis Faktor dalam Menentukan Faktor-faktor yang Mempengaruhi Keputusan Belanja Online Melalui Aplikasi Shopee (Studi Kasus: Mahasiswa Universitas Sumatera Utara)

Abstract

Shopee is an online platform that provides services for buying and selling through the internet. In this study, several factors are identified that influence consumers’ decisions to shop online via Shopee. Factor analysis is applied to examine the correlations or relationships among the observed variables, which are then grouped into a smaller number of underlying factors. Principal Component Analysis (PCA) is a statistical technique used to reduce the dimensionality of data with the objective of identifying hidden patterns or significant structures within the dataset. The results of this study show that there are 5 factors that influence the decisionmaking process in online shopping among students of the University of North Sumatra through Shopee, namely: Funding Application Factor (28.141%), Information Reputation Factor (13.983%), Communication Satisfaction Factor (7.452%), Type and Compensation Factor (6.683%), and Guarantee and Price Factor (5.794%). These five factors account for a cumulative variance of 62.051%, meaning that these factors influence online shopping decisions through Shopee among students of the University of North Sumatra by 62.051%.