PENGARUH HARGA, PERSEPSI RISIKO DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI ONLINE PRODUK KECANTIKAN DI SITUS BELANJA SHOPEE (Studi pada Mahasiswa pengguna Situs Belanja Shopee di Universitas Bung Hatta)

Abstract

This study aims to determine and analyze the effect of price, perceived risk, perceived ease of use on interest in buying online beauty products on the shopee shopping site. The sample used is 80 respondents. The sampling technique is purposive sampling. The type of data used is primary data by distributing questionnaires. Method of data analysis with multiple linear regression analysis. The results of the study found that price had a positive effect on consumer buying interest on the shopee shopping site, the perception of risk had no effect on consumer buying interest on the shopee shopping site, the perception of ease of use had a positive effect on consumer buying interest on the shopee shopping site.