HUBUNGAN KUALITAS INFORMASI DAN TAMPILAN PRODUK DENGAN KEPUTUSAN PEMBELIAN ONLINE MELALUI APLIKASI SHOPEE PADA MAHASISWA UNIVERSITAS SAMAWA

Abstract

This study aims to determine the effect of information quality and product display on online purchasing decisions through the Shopee application among students at Samawa University. This research uses an associative research method. The type of data examined in this study is quantitative data collected directly from primary sources using questionnaires. The population in this study consisted of Samawa University students in 2025, totaling 1,676 students. The sample size was determined using the Slovin formula, resulting in 100 respondents. The samples were selected using the simple random sampling technique. Data analysis was conducted using multiple linear regression analysis, t-test, F-test, and the coefficient of determination test (R² test). The results showed that, in partially information quality and product display had a positive and significant effect on online purchasing decisions through the Shopee application, with the t-count value for information quality being 3.246 and for product display being 6.266, both of which are greater than the t-table value of 1.985 (3.246 and 6.266>1.985). Meanwhile, simultaneously, information quality and product display have a significant effect on online purchasing decisions through the Shopee application, with an F-count value of 52.167, which is greater than the F-table value of 3.090 (52.167>3.090). The coefficient of determination (R²) value is 0.508, indicating that the percentage of the influence of information quality and product display on online purchasing decisions through the Shopee application is 50.8%. The remaining 49.2% is influenced by other variables outside this study, such as convenience, trust, security, and lifestyle.