PENGARUH KEMUDAHAN, KEPERCAYAAN, KULITAS INFORMASI DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA SHOPEE.CO.ID (Study Pada Mahasiswa Fakultas Ekonomi dan Bisnis UNISMA )

ABSTRACK This study is aimed at knowing and analyzing the effects of easiness, trust, quality of information and social media is both simultaneously and partially toward purchase decision online on Shopee.co.id. The methods used in extracting samples are non probability sampling. That is purposive sampling technique where a sample set technique with certain criteria consideration. The analysis technique used is descriptive quantitative by using Likert scale, analysis of multiple linear regression, coefficient determination and also through test f and test t by using SPSS program.Based on the results of a simultaneous data analysis shows that easiness, trust, quality of information and social media have a positive and significant impact toward purchase decision online on Shopee.co.id. Whereas partially indicates that easiness and trust which have a significant influence. Whereas quality of information and social media have not significant effects toward purchase decision online on Shopee.co.id. Keywords : Easiness, trust, quality of information, social media, purchasing decisio