Pengaruh Orientasi Dan Kepercayaan Belanja Terhadap Minat Beli Secara Online Pada Toko “SHOPEE”

The purpose of this study is: to determine the effect of shopping orientation on online buying interest, to know the influence of the level of trust towards online buying interest, and to know the effect of shopping orientation and shopping confidence on online buying interest in Shopee stores. This type of research is quantitative with multiple linear regression design. The population in this study were 276 students. Samples taken were 163 students. Data collection techniques using a questionnaire. Regression analysis results obtained Y = 9,901 0,415 X1 0,409 X2. Hypothesis test results are (1) there is an influence of shopping orientation on online buying interest in Shopee stores. Obtained tcount > ttable (7,192 > 1,974) and significant value of tcount X1 of 0,000 ttable (5,568 > 1,974) and the significant level of tcount X2 is 0,000 Ftable (79,388 > 3,06) and a significant Fcount value of 0,000 < 0,05 with a determination coefficient (R2) of 0,498 indicating that the magnitude of the influence of financial literacy and the social environment on student pocket money management amounted to 49,8%