The Influence of Shopping Orientation, Online Trust and Shopping Experience on Online Buying Interest

Amal Firqi Ramadhan, Tuwisna Tuwisna, Suryani Murad

Abstract


The purpose of this study is to find out the magnitude of the influence of Shopping Orientation, Online Trust and Purchase Experience on online buying interest (Case study on Shopee online store in Banda Aceh City) both silently and partially. The sample size of this study was 96 respondents. The research data was collected through questionnaire lists and documentation studies. Hypothesis testing using multiple linear regression analysis, F test (concurrent) and t-test (partial) is intended to determine the influence of independent variables on dependent variables at a confidence level of 95% (α = 0.05). The results of the study showed that in a partial test, the variables of Shopping Orientation, Online Trust and Purchase Experience influenced online buying interest (Case study on the Shopee online store in Banda Aceh City). Then a simultaneous test between the variables of Shopping Orientation, Online Trust and Purchase Experience influenced online buying interest (Case study on the Shopee online store in Banda Aceh City). The most dominant variable that affects online buying interest is Shopping Orientation.


Keywords


Online trust shopping orientation; Shopping experience; Consumer satisfaction

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DOI: https://doi.org/10.30601/humaniora.v9i2.6933

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© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019