Pengaruh Persepsi Kemudahan Penggunaan dan Pengaruh Persepsi Resiko Melalui Kepercayaan pada Situs E-Commerce Shopee

Abstract

Ease of use is considered an important factor influencing consumers' shopping experiences, while perceived risk can affect consumers' decisions when transacting online in the current digital era. The purpose of this study is to determine the extent of the influence of perceived ease of use and perceived risk on trust in the e-commerce site Shopee. The analytical method employed is multiple linear regression, with SPSS version 25 used as the analytical tool. This research aims to investigate the effects of perceived ease of use and perceived risk on consumer trust in the Shopee e-commerce platform. In the context of the rapid development of the e-commerce industry, understanding the factors that influence consumer trust is crucial for maintaining customer loyalty and satisfaction. A quantitative research approach is utilized, employing an online survey to gather data from respondents who are active Shopee users. The measurement tools include scales for perceived ease of use, perceived risk, and trust. Multiple linear regression analysis is used to assess the relationships among the variables. A sample of 149 respondents from the general public who use the Shopee application is included in this study. The results indicate that perceived ease of use has a positive and significant contribution to consumer trust in the Shopee e-commerce platform. Conversely, perceived risk also exerts a significant influence, but negatively affects consumer trust. These findings highlight the importance of managing an intuitive user interface and mitigating risks to build and maintain consumer trust. This study has practical implications for Shopee and similar e-commerce platforms, providing strategic guidance for enhancing user experience and reducing consumer-perceived risks. Therefore, this research contributes significantly to the understanding of consumer trust dynamics in the e-commerce context, with a specific focus on Shopee as a case study. Data were collected using an online questionnaire, and the results of the data analysis indicate that all independent variables, consisting of: Perceived Ease of Use (X1), Perceived Risk (X2), and Trust (Y), have been identified.