PENGARUH WEBSITE QUALITY DAN CONSUMER TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE

This study aims to determine whether website quality and consumer trust variables can affect purchasing decisions on e-commerce Shopee. The theory used in this research is Theory of Reasoned Action. The population in this study were Shopee website users who made purchases at least once in the last month. The sample used was 103 people who were determined using the purposive sampling method. The data analysis technique uses multiple linear regression analysis and descriptive statistics with the help of the SPSS version 25 program. The results of this study indicate that the website quality and consumer trust variables have a positive and significant effect on purchasing decisions on e-commerce Shopee. keywords : Website Quality, Consumer Trust, Purchasing Decisions, E-commerce, Shope