Pengaruh Kemudahan Penggunaan E-Commerce terhadap Keputusan Pembelian Online (Studi pada Konsumen Tokopedia.com di Kota Medan)

Abstract

The background of this research is the rapidly developt of information technology that makes so many e-commerce in Indonesia, one of them is Tokopedia.com. One of the factors that influence consumers to access and make purchases on e-commerce web sites is the easiness of use. The formulation in this research problem is whether the ease of influence on purchase decisions online on sites Tokopedia.com. This study aims to determine and analyze the effect on the ease of online purchasing decisions in Tokopedia.com site. This research is associative research aimed to analyze the relationship between one variable with another variable. The population in this research are all users Tokopedia.com sites in Medan city. The sampling technique used in this research is snowball sampling and purposive sampling using 96 respondents who live and stay in Medan city and and perform at least as much as two-time online transactions as the study sample. Data analysis methods used are validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing via t test, the coefficient of determination, and the coefficient of correlations. Tests carried out by using SPSS 23.0 for Windows. The results showed that the variables partially ease, showing t count (8.462) > t table (1.661) with sig. 0,000 which means convenience variable positive and significant impact on purchasing decisions. Coefficient of determination seen from the value of R Square of 0.432 (43.2%), which means that decisions can be influenced by the ease of purchase, while the remaining 56.8% is influenced by other variables not included in this study. Analysis of the correlation coefficient of 0.658 indicates that the influence on consumer purchasing decisions ease of web sites Tokopedia.com in Medan are in the strong category are in the interval from 0.60 to 0.799.