THE INFLUENCE OF PERCEIVED CONVENIENCE, TRUST, AND PRICE ON ONLINE SHOPPING DECISIONS (STUDY OF THE FORMER SURAKARTA RESIDENCY COMMUNITY)

Abstract

This study aims to analyze the influence of perceived ease, trust, and price on online shopping decisions among the residents of the former Surakarta Residency. The research method used is a quantitative approach with multiple linear regression analysis techniques. The results of the study indicate that perceived ease (X1) has a positive and significant effect on online shopping decisions, with a significance value of 0.012 < 0.05. This means that the easier consumers feel the process of searching for products, ordering, and paying, the higher the likelihood of them making bold purchases. Meanwhile, trust (X2) does not have a significant effect on online shopping decisions (a significant value of 0.051 > 0.05), which indicates that trust is no longer a major factor in decision-making, especially because consumers are trusted to large e-commerce platforms that are considered. Furthermore, price (X3) is proven to have a positive and significant effect on online shopping decisions (a significant value of 0.034 < 0.05), which indicates that the more affordable and attractive the price offered, the more likely consumers are to make a transaction. These findings confirm that convenience and price are two important factors influencing online shopping behavior among residents of the former Surakarta Residency.