PERSEPSI KEGUNAAN, INTERAKSI SOSIAL ONLINE, PERCEIVED ENJOYMENT DAN KEPERCAYAAN TERHADAP PENGALAMAN BELANJA ONLINE : (STUDI KASUS PADA CUSTOMER ONLINE DI INDONESIA)

Dewi Kristianti; Kamalina Din Jannah

Authors

Dewi Kristianti Universitas Pekalongan
Kamalina Din Jannah Universitas Pekalongan

Abstract

This study aims to analyze the effect of perceived usefulness, online social interaction, perceived enjoyment and trust on the online shopping experience of online customers in Indonesia. The sample in this study were online customers at 3 marketplaces in Indonesia (Shopee, Lazada and Tokopedia). The sampling technique used is probability sampling or random sampling with a total of 100 respondents. The analysis technique in this study uses multiple linier regression using the SPSS 20 program. The results showed that perceived enjoyment has a significant positive on the online shopping experience. Perceived usefulness, online social interaction and trust have a positive but not significant effect on the online shopping experience.

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