Transaction Convenience and Security as Predictors of Online Purchase Decisions on Shopee
DOI:
https://doi.org/10.59890/ijir.v4i9.3Keywords:
Transaction Convenience, Transaction Security, Purchase Decision, Shopee, E-CommerceAbstract
The rapid development of digital commerce has transformed consumer purchasing behavior and increased the importance of convenience and security in online transactions. This study examines the effects of transaction convenience and transaction security on online purchase decisions on Shopee among students of the Business Administration Program at Institut Bisnis dan Multimedia ASMI Jakarta. A quantitative causal-associative research design was employed. Data were collected through a structured questionnaire using a five-point Likert scale. The population consisted of 91 active students, and a saturated sampling technique was applied, resulting in 80 valid respondents. Data were analyzed using descriptive statistics, Pearson correlation, multiple linear regression, and t- and F-tests using SPSS. The results indicate that transaction convenience has a positive and significant partial effect on online purchase decisions (t = 4.614, p < .001; β = .463). Transaction security also has a positive and significant partial effect (t = 3.472, p < .001; β = .349). Simultaneously, transaction convenience and security significantly predict purchase decisions (F = 45.782, p < .001), with an R² of .543. Thus, the two predictors jointly explain 54.3% of the variance in online purchase decisions
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