PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SMARTPHONE XIAOMI 14T DI SHOPEE

Martino, Feri (2025) PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SMARTPHONE XIAOMI 14T DI SHOPEE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this study was to determine the effect of perceived ease of use, trust, and risk perception on consumer purchasing decisions on Xiaomi Smartphone products at Shopee. The data used in this study are primary data obtained from questionnaires. The population in this study were consumers who purchased Xiaomi 14T smartphones at Shopee. The sampling technique used in this study was purposive sampling method and the sample used was 100 respondents. This study uses multiple linear regression analysis to determine the effect of the variables of perceived ease of use, trust, and risk perception on consumer purchasing decisions on Xiaomi Smartphone products at Shopee. The results of this study indicate that partially the variables of perceived ease of use and trust have a positive and significant effect on consumer purchasing decisions on Xiaomi Smartphone products at Shopee. Meanwhile, the risk perception variable has a positive and insignificant effect on consumer purchasing decisions on Xiaomi Smartphone products at Shopee. Keywords: Perceived Ease of Use, Trust, Risk Perception, Purchase Decision.

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