PRATIWI, ARDHITA EKA (2026) PENGARUH KEPERCAYAAN, PERSEPSI KEGUNAAN, DAN PERSEPSI KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI SHOPEE DENGAN MENGGUNAKAN SHOPEE PAYLATER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The emergence of Buy Now, Pay Later (BNPL) services has altered how customers use online shopping sites. One of the widely used BNPL services in Indonesia is Shopee PayLater. A number of factors, such as trust, perceived usefulness, and perceived ease of use, may influence the utilisation of this service while making purchases. The purpose of this study is to examine how Shopee PayLater purchases are influenced by trust, perceived usefulness, and perceived ease of use. This study used a causal research design and a quantitative methodology. Purposive sampling was used to choose 130 respondents who were Shopee PayLater users in DKI Jakarta. Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4 was used to analyse the data, which were gathered via an online survey. The findings demonstrated that purchasing decisions were positively and significantly impacted by trust and perceived usefulness. In contrast, purchasing decisions were not significantly impacted by perceived ease of use. The three variables account for 68% of the variance in purchase decisions, with factors outside the study model accounting for the remaining 32%, according to the coefficient of determination (R2) of 0.680. These results indicate that when making purchases via Shopee PayLater, trust and perceived usefulness have a greater impact than perceived ease of use. Keywords: Trust, Perceived Usefulness, Perceived Ease of Use, Purchase Decision, Shopee PayLater, Buy Now Pay Later Perkembangan layanan Buy Now Pay Later (BNPL) telah mengubah cara konsumen melakukan transaksi di platform e-commerce. Salah satu layanan BNPL yang paling populer di Indonesia adalah Shopee PayLater. Penggunaan layanan tersebut dalam keputusan pembelian dapat berkaitan dengan beberapa faktor, seperti kepercayaan, persepsi kegunaan, dan persepsi kemudahan. Penelitian ini menganalisis pengaruh kepercayaan, persepsi kegunaan, dan persepsi kemudahan terhadap keputusan pembelian dengan menggunakan Shopee PayLater. Dalam penelitian ini, pendekatan kuantitatif digunakan, dan desain penelitian ini adalah kausal. Metode purposive sampling digunakan untuk memilih 130 pengguna Shopee PayLater dari DKI Jakarta. Pengumpulan data dilakukan menggunakan kuesioner daring, kemudian SmartPLS 4 digunakan untuk menganalisis data dengan metode Modeling Equation Structural-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kepercayaan dan persepsi kegunaan memengaruhi keputusan pembelian secara positif dan signifikan. Di sisi lain, persepsi kemudahan tidak memengaruhi keputusan pembelian secara signifikan. Ketiga variabel ini dapat bertanggung jawab atas 68% varians keputusan pembelian, menurut nilai koefisien determinasi (R2) sebesar 0,680, Sementara 32% lainnya dijelaskan oleh variabel yang tidak dimasukkan dalam model studi. Berdasarkan hasil tersebut, kepercayaan dan persepsi kegunaan menjadi faktor yang lebih berperan dibandingkan persepsi kemudahan dalam keputusan pembelian saat menggunakan Shopee PayLater. Kata Kunci: Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan, Keputusan Pembelian, Shopee PayLater, Buy Now Pay Later
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