Pengaruh Perceived Ease of Use terhadap Minat Beli Melalui Fitur Live Streaming di Aplikasi Toktok pada Mahasiswa Psikologi Universitas Medan Area

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Ease of Use terhadap minat beli pada fitur live streaming di aplikasi TikTok pada mahasiswa Psikologi Universitas Medan Area. Penelitian menggunakan pendekatan kuantitatif dengan analisis regresi linear sederhana. Sampel penelitian berjumlah 240 mahasiswa yang dipilih dengan teknik accidental sampling. Instrumen penelitian berupa skala Perceived Ease of Use dan skala Minat Beli yang valid dan reliabel. Hasil analisis menunjukkan bahwa Perceived Ease of Use berpengaruh signifikan terhadap minat beli dengan nilai signifikansi 0,000 (p < 0,05) dan koefisien determinasi (R²) sebesar 0,127. Hal ini berarti persepsi kemudahan penggunaan menyumbang 12,7% terhadap variasi minat beli, sedangkan sisanya dipengaruhi faktor lain. Analisis deskriptif menunjukkan rata-rata empiris Perceived Ease of Use (72,33) lebih tinggi dari rata-rata hipotetik (57), dan rata-rata empiris Minat Beli (66,78) lebih tinggi dari rata-rata hipotetik (52,5), sehingga keduanya berada pada kategori tinggi. Temuan ini menegaskan bahwa semakin mudah fitur digunakan, semakin tinggi pula minat beli mahasiswa. This study aims to determine the effect of Perceived Ease of Use on purchase intention in the live streaming feature of the TikTok application among Psychology students at Universitas Medan Area. The research employed a quantitative approach with simple linear regression analysis. The sample consisted of 240 students selected using accidental sampling. The research instruments were a Perceived Ease of Use scale and a Purchase Intention scale, both valid and reliable. The analysis results showed that Perceived Ease of Use had a significant effect on purchase intention, with a significance value of 0.000 (p < 0.05) and a coefficient of determination (R²) of 0.127. This means that perceived ease of use accounts for 12.7% of the variation in purchase intention, while the remaining variance is influenced by other factors. Descriptive analysis indicated that the empirical mean of Perceived Ease of Use (72.33) was higher than the hypothetical mean (57), and the empirical mean of Purchase Intention (66.78) was higher than the hypothetical mean (52.5), placing both variables in the high category. These findings confirm that the easier the feature is to use, the higher the students’ purchase intention.