Rosyada, Siti Fitri Amrina (2025) ANALISIS MODEL PENINGKATAN PENGGUNAAN SHOPEE PAYLATER DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh persepsi manfaat, biaya, kerjasama dan e-service quality terhadap keputusan penggunaan layanan shopee paylater. Penelitian ini menggunakan metode explanatory survey. Populasi dalam penelitian yaitu warga DKI Jakarta yang sudah menggunakan aplikasi Shopee Paylater. Sehingga jumlah sampel yang digunakan sebanyak 225 responden dengan Teknik sampling purposive sampling. Pengumpulan data primer menggunakan kuisioner yang disebarkan secara online google form. Sedangkan pengumpulan data sekunder, peneliti menggunakan studi literatur dari berbagai sumber yang dapat dipercaya. Penelitian ini menggunakan analisis statistik SEM berbasis varian (Partial Least Square) menggunakan software Smart-PLS versi 4.0. Hasil penelitian menunjukkan bahwa variabel persepsi manfaat, biaya, kerjasama dan e- service quality berpengaruh positif dan signifikan terhadap keputusan penggunaan Shopee Paylater. Variabel persepsi manfaat memiliki pengaruh paling dominan terhadap keputusan penggunaan Shopee Paylater, ini terlihat dari nilai koefisien tertingginya, kemudian diikuti oleh variabel kerjasama, e-service quality dan variabel biaya. This study aims to examine the effect of perceived benefits, costs, cooperation and e-service quality on decisions to use shopee paylater services. This research uses an explanatory survey method. The population in the study were residents of DKI Jakarta who had used the Shopee Paylater application. So that the number of samples used was 225 respondents with purposive sampling technique. Primary data collection using questionnaires distributed online google form. While collecting secondary data, researchers use literature studies from various reliable sources. This study uses variant-based SEM statistical analysis (Partial Least Square) using Smart-PLS software version 4.0. The results of the study show that the variables of perceived benefits, costs, cooperation and e-service quality have a positive and significant influence on the decision to use Shopee Paylater. The perceived benefits variable had the most dominant influence, as evidenced by its highest coefficient value, followed by the cooperation variable, e-service quality, and cost.
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