Pengaruh Persepsi Kemudahan Penggunaan dan Persepsi Risiko Terhadap Impulse Buying Pengguna Shopee Paylater (Studi Kasus : Pada Masyarakat Di Kecamatan Pantai Cermin)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Persepsi Kemudahan Penggunaan dan Persepsi Risiko terhadap Impulse Buying pengguna Shopee PayLater pada masyarakat di kecamatan Pantai Cermin. Jenis penelitian ini adalah asosiatif. Jumlah sampel penelitian ini 99 responden yaitu masyarakat di kecamatan Pantai Cermin, kabupaten Serdang Bedagai, Sumatera Utara. Hasil uji t pada variabel Pesepsi Kemudahan Penggunaan mempunyai pengaruh positif dan signifikan terhadap variabel Impulse Buying, diperoleh nilai tthitung 2.482 < ttabel 1.660 dan nilai signifikansi 0.005 < 0.1. Variabel Persepsi Risiko tidak memberikan pengaruh signifikan terhadap variabel Impulse Buying, diperoleh nilai thitung 0.271 < ttabel 1.660 dan nilai signifikansi 0.787 > 0.1. Pada uji F diperoleh Persepsi Kemudahan Penggunaan dan Persepsi Risiko secara simultan berpengaruh positif dan signifikan terhadap Impulse Buying, dimana nilai Fhitung 4.656 > Ftabel 2.36, nilai sig. 0.012 < 0.1. Nilai koefisien determinasi diperoleh sebesar 0,690, artinya sebesar 69% Impulse Buying dapat dijelaskan oleh Persepsi Kemudahan Penggunaan dan variabel Persepsi Risiko. Sisanya sebesar 31% dipengaruhi oleh faktor lain diluar penelitian ini. Dari hasil penelitian dapat disimpulkan Persepsi Kemudahan Penggunaan memberikan pengaruh terhadap Impulse Buying dan Persepsi Risiko tidak memberikan pengaruh yang signifikan terhadap Impulse Buying, secara simultan Persepsi Kemudahan Penggunaan dan Persepsi Risiko memberikan pengaruh terhadap Impulse Buying. This study aims to determine the effect of perceived ease of use and perceived risk on Impulse Buying of Shopee PayLater users in the community in Pantai Cermin sub-district. This type of research is associative. The number of samples of this study were 99 respondents, namely people in Pantai Cermin sub-district, Serdang Bedagai district, North Sumatra. The t test results on the Ease of Use Perception variable have a positive and significant effect on the Impulse Buying variable, obtained a tcount value of 2.482 < t table 1.660 and a significance value of 0.005 < 0.1. The Risk Perception variable does not have a significant effect on the Impulse Buying variable, obtained a tcount value of 0.271 < t table 1.660 and a significance value of 0.787> 0.1. In the F test, it was obtained that perceived ease of use and perceived risk simultaneously had a positive and significant effect on Impulse Buying, where the Fcount value was 4.656> Ftable 2.36, sig value. 0.012 < 0.1. The coefficient of determination is obtained at 0.690, meaning that 69% of Impulse Buying can be explained by the perceived ease of use and perceived risk variables. The remaining 31% is influenced by other factors outside this study. From the results of the study it can be concluded that Perception of Ease of Use has an influence on Impulse Buying and Perception of Risk does not have a significant effect on Impulse Buying, simultaneously Perception of Ease of Use and Perception of Risk have an influence on Impulse Buying.