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Abstract

Perkembangan teknologi mengubah gaya hidup masyarakat. Kini, teknologi digital mendominasi kehidupan manusia. Konsumen beralih dari belanja konvensional ke belanja online. Shopee adalah salah satu marketplace di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh jaminan keamanan, kemudahan transaksi, dan kepercayaan pelanggan terhadap niat beli online pada aplikasi marketplace Shopee di Bandar Lampung. Sampel dalam penelitian ini adalah sebanyak 130 responden pengguna aplikasi Shopee yang berniat melakukan pembelian dan berdomisili di Bandar Lampung. Pengambilan sampel yang digunakan dalam penelitian adalah purposive sampling dengan metode analisis linier berganda melalui program SPSS 25. Hasil penelitian menunjukkan bahwa variabel jaminan keamanan tidak berpengaruh signifikan terhadap variabel niat beli online, variabel kemudahan transaksi berpengaruh secara signifikan terhadap variabel niat beli online, dan variabel kepercayaan pelanggan berpengaruh secara signifikan terhadap variabel niat beli online pada pengguna aplikasi marketplace Shopee di Bandar Lampung.

Keywords

jaminan keamanan; kemudahan transaksi; kepercayaan pelanggan; niat beli; shopee.

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How to Cite
Mardiana, R. ., & MS, M. . (2023). Pengaruh Jaminan Keamanan, Kemudahan Transaksi, Dan Kepercayaan Pelanggan Terhadap Niat Beli Online Pada Aplikasi Marketplace Shopee . Economics and Digital Business Review, 4(2), 217–238. https://doi.org/10.37531/ecotal.v4i2.687
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