Peran Keamanan Transaksi Online Terhadap Keputusan Pembelian Melalui Aplikasi Shopee

Rusmini Asih; Sara Egyta Kamelia; Febbyana Pedro Hafiedz; Nuri Dian Nabila; Jennysa Rahmawati

doi:10.58192/ebismen.v5i1.3919

Authors

Rusmini Asih Universitas Amikom Purwokerto
Sara Egyta Kamelia Universitas Amikom Purwokerto
Febbyana Pedro Hafiedz Universitas Amikom Purwokerto
Nuri Dian Nabila Universitas Amikom Purwokerto
Jennysa Rahmawati Universitas Amikom Purwokerto

DOI:

https://doi.org/10.58192/ebismen.v5i1.3919

Keywords:

online transaction security, purchasing decision, Shopee

Abstract

This research has a purpose to determine the effect of online transaction security on purchasing decisions through the Shopee application. The respondents consisted of 74 students from the Digital Business Study Program at Universitas Amikom Purwokerto who actively use Shopee. This research employed a quantitative descriptive method with simple linear regression analysis. The results indicate that online transaction security has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.887 and a significance value of 0.000. The coefficient of determination of 35.2% shows that transaction security contributes to purchasing decisions, while the remaining percentage is influenced by other factors. The higher the level of security perceived by consumers during online transactions, the greater the likelihood of making a purchase. These findings highlight the importance of improving security systems and information transparency on e-commerce platforms such as Shopee to create a safe, comfortable, and trustworthy shopping experience for users.

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