DETERMINATION OF PERCEPTION OF EASE OF USE, PRICE, ON SHOPPING DECISIONS VIA E-COMMERCE IN THE COMMUNITY OF BOYOLALI REGENCY, CENTRAL JAVA

Abstract

This study aims to analyze the influence of perceived ease of use and price on online shopping decisions through e-commerce among the people of Boyolali, Central Java. This study uses a quantitative approach with multiple linear regression analysis techniques. Based on the results of data analysis, the perceived ease of use variable (X1) shows a significance value of 0.000 < 0.05, which means it has a positive and significant influence on online shopping decisions. This indicates that the higher the public's perception of ease of use of the e-commerce platform, the more likely they are to make a purchase. In addition, the price variable (X2) also shows a positive and significant influence with a significance value of 0.018 < 0.05. This indicates that consumer perceptions of affordable, clear prices, and attractive promotions also encourage online shopping decisions. Overall, both variables are statistically proven to contribute to online shopping decisions among the people of Boyolali.