THE INFLUENCE OF SHOPPING EXPERIENCE AND TRUST ON CONSUMER BUYING INTEREST ON THE SHOPEE ONLINE BUYING AND SELLING SITE IN YOGYAKARTA CITY

Authors

  • R. Suprono Wahyujatmiko Prodi D3 Manajemen, STIE IEU, Yogyakarta, Indonesia Author
  • Thomas Aquinas Radito Prodi S1 Manajemen, STIE IEU, Yogyakarta, Indonesia Author
  • Najamudin Molbang Prodi S1 Manajemen, STIE IEU, Yogyakarta, Indonesia Author

Abstract

This study aims to determine and analyze the effect of Shopping Experience (X1) and Trust (X2) as
independent variables on Buying Interest (Y) as a dependent variable of consumers on the Shopee
Online Buying and Selling Site in Yogyakarta City. The type of research in this study is quantitative.
The population in this study is all consumers of Shopee users in Yogyakarta City. In sampling,
researchers use the non-probability sampling method. The sampling technique used in this study was
purposive sampling. The results stated that Shopping Experience (X1) had a positive and significant
effect on Buying Interest (Y) and trust (X2) had a significant positive effect on Buying Interest (Y).


Keywords: Shopping Experience, Trust, and Buying Interest.

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Published

2023-11-28

Issue

Vol. 20 No. 2 (2023)

Section

Articles

How to Cite

THE INFLUENCE OF SHOPPING EXPERIENCE AND TRUST ON CONSUMER BUYING INTEREST ON THE SHOPEE ONLINE BUYING AND SELLING SITE IN YOGYAKARTA CITY. (2023). Jurnal Optimal, 20(2), 92-117. https://jurnal.stieieu.ac.id/index.php/opt/article/view/164

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