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Oct 13, 2025 by thesweetdesigns.com 126 views

The Influence of Prices, Trust, Ease of Use of Applications, and Promotions on Online Shopping Decisions in Shopee in Students of the Faculty of Economics and Business

Introduction

The rapid growth of internet users in Indonesia, coupled with the widespread adoption of smartphone technology, has created a fertile ground for e-commerce to flourish. Despite the numerous benefits of online shopping, such as saving time and costs, many individuals in Indonesia still prefer to shop conventionally. This phenomenon is particularly evident among students of the Faculty of Economics and Business, University of North Sumatra, who are expected to be more familiar with the concept of e-commerce. This study aims to investigate the effect of prices, trust, ease of use of applications, and promotions on online shopping decisions in Shopee, a popular e-commerce platform in Indonesia.

Background

The growth of internet users in Indonesia has been remarkable, with the number of users increasing significantly over the past decade. However, the adoption of e-commerce in Indonesia is still relatively low, with only around 40% of internet users engaging in online shopping. This is despite the presence of various e-commerce platforms, including Shopee, which offers competitive product prices, a wide range of products, and free shipping services. The low adoption rate of e-commerce in Indonesia can be attributed to several factors, including a lack of awareness about the benefits of online shopping, limited trust in online transactions, and difficulties in navigating e-commerce platforms.

Methodology

This study employed a quantitative approach, using a questionnaire to collect data from 384 respondents, who were students of the Faculty of Economics and Business, University of North Sumatra. The respondents were selected using purposive sampling techniques, which ensured that the sample was representative of the target population. The questionnaire was designed to collect data on the respondents' online shopping behavior, including their preferences for prices, trust, ease of use of applications, and promotions. The data was analyzed using descriptive statistical analysis methods and multiple linear regression.

Results

The results of this study showed that:

Simultaneous Effect: The results of the multiple linear regression analysis revealed that price, trust, ease of use of applications, and promotions simultaneously have a significant effect on online shopping decisions in Shopee. This suggests that all these factors are interrelated and influence each other in the process of shopping decision making.
The Effect of Price: The results showed that price has a positive and significant influence on online shopping decisions. Consumers tend to prefer to make online transactions when they feel they get a cheaper price compared to shopping at physical stores. This is consistent with the findings of previous studies, which have shown that price is a critical factor in online shopping decisions.
Effects of Trust: Trust also plays an important role in online shopping decisions. Students who feel believe in the quality and security of transactions in Shopee are more likely to shop online. This trust can be built through positive reviews, product ratings, and seller's reputation. The results of this study suggest that trust is a critical factor in online shopping decisions, and e-commerce platforms should prioritize building trust with their customers.
Ease of Use of Applications: The results showed that the Shopee application that is user-friendly and easily accessed is the main attraction for students to shop online. This is consistent with the findings of previous studies, which have shown that ease of use is a critical factor in online shopping decisions.
Promotions: The results showed that students are more interested in shopping when there are profitable offers. This is consistent with the findings of previous studies, which have shown that promotions are a critical factor in online shopping decisions.

Conclusion

The results of this study suggest that prices, trust, ease of use of applications, and promotions are critical factors in online shopping decisions in Shopee. To improve online shopping decisions in Shopee, e-commerce platforms should prioritize building trust with their customers, providing applications that are easy to use, and offering attractive promotions. With this approach, Shopee can increase the interests and participation of students in shopping online, as well as expanding the user base in Indonesia.

Recommendations

Based on the findings of this study, the following recommendations are made:

E-commerce platforms should prioritize building trust with their customers: E-commerce platforms should prioritize building trust with their customers by providing positive reviews, product ratings, and seller's reputation.
E-commerce platforms should provide applications that are easy to use: E-commerce platforms should provide applications that are easy to use, with a user-friendly interface and easy navigation.
E-commerce platforms should offer attractive promotions: E-commerce platforms should offer attractive promotions, such as discounts, free shipping, and cashback, to attract customers.
E-commerce platforms should provide competitive prices: E-commerce platforms should provide competitive prices, with prices that are lower than those offered by physical stores.
E-commerce platforms should provide a wide range of products: E-commerce platforms should provide a wide range of products, with a variety of categories and brands.

Limitations

This study has several limitations, including:

Sample size: The sample size of this study was relatively small, with only 384 respondents.
Sampling method: The sampling method used in this study was purposive sampling, which may not be representative of the target population.
Data collection method: The data collection method used in this study was a questionnaire, which may not be able to capture the complexity of online shopping decisions.

Future Research Directions

This study has several implications for future research, including:

Investigating the effect of other factors on online shopping decisions: Future research should investigate the effect of other factors, such as social media, online reviews, and customer service, on online shopping decisions.
Investigating the effect of online shopping on consumer behavior: Future research should investigate the effect of online shopping on consumer behavior, including changes in consumer preferences and purchasing habits.
Investigating the effect of e-commerce on the economy: Future research should investigate the effect of e-commerce on the economy, including changes in employment, GDP, and trade.

References

[1] Aaker, D. A., & Day, G. S. (2010). Marketing research (10th ed.). John Wiley & Sons.
[2] Babin, B. J., & Harris, E. G. (2015). Marketing research: Theory and practice (4th ed.). Cengage Learning.
[3] Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
[4] Malhotra, N. K. (2016). Marketing research: An applied approach (6th ed.). Pearson Education.
[5] Schiffman, L. G., & Kanuk, L. L. (2017). Consumer behavior (11th ed.). Pearson Education.
Q&A: The Influence of Prices, Trust, Ease of Use of Applications, and Promotions on Online Shopping Decisions in Shopee

Introduction

In our previous article, we discussed the findings of a study on the influence of prices, trust, ease of use of applications, and promotions on online shopping decisions in Shopee. The study aimed to investigate the factors that affect online shopping decisions in Shopee, a popular e-commerce platform in Indonesia. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What was the main objective of the study?

A: The main objective of the study was to investigate the influence of prices, trust, ease of use of applications, and promotions on online shopping decisions in Shopee.

Q: Who were the respondents of the study?

A: The respondents of the study were students of the Faculty of Economics and Business, University of North Sumatra.

Q: What was the sampling method used in the study?

A: The sampling method used in the study was purposive sampling.

Q: What were the findings of the study?

A: The findings of the study showed that prices, trust, ease of use of applications, and promotions simultaneously have a significant effect on online shopping decisions in Shopee. The study also found that price has a positive and significant influence on online shopping decisions, and that trust is a critical factor in online shopping decisions.

Q: What are the implications of the study?

A: The implications of the study are that e-commerce platforms, such as Shopee, should prioritize building trust with their customers, providing applications that are easy to use, and offering attractive promotions. With this approach, Shopee can increase the interests and participation of students in shopping online, as well as expanding the user base in Indonesia.

Q: What are the limitations of the study?

A: The limitations of the study are that the sample size was relatively small, and that the sampling method used was purposive sampling.

Q: What are the future research directions?

A: The future research directions are to investigate the effect of other factors on online shopping decisions, such as social media, online reviews, and customer service. Additionally, future research should investigate the effect of online shopping on consumer behavior, including changes in consumer preferences and purchasing habits.

Q: What are the recommendations for e-commerce platforms?

A: The recommendations for e-commerce platforms are to prioritize building trust with their customers, providing applications that are easy to use, and offering attractive promotions. E-commerce platforms should also provide competitive prices, a wide range of products, and a user-friendly interface.

Q: What are the benefits of online shopping?

A: The benefits of online shopping include saving time and costs, being able to shop from anywhere, and having access to a wide range of products.

Q: What are the challenges of online shopping?

A: The challenges of online shopping include trust issues, difficulties in navigating e-commerce platforms, and concerns about security and privacy.

Q: How can e-commerce platforms improve online shopping experiences?

A: E-commerce platforms can improve online shopping experiences by providing a user-friendly interface, offering competitive prices, and providing a wide range of products. They should also prioritize building trust with their customers, providing applications that are easy to use, and offering attractive promotions.

Q: What is the future of e-commerce?

A: The future of e-commerce is expected to be shaped by the increasing adoption of mobile commerce, the growth of social media, and the rise of artificial intelligence. E-commerce platforms will need to adapt to these changes and provide innovative solutions to meet the evolving needs of their customers.

Q: What are the key takeaways from the study?

A: The key takeaways from the study are that prices, trust, ease of use of applications, and promotions are critical factors in online shopping decisions. E-commerce platforms should prioritize building trust with their customers, providing applications that are easy to use, and offering attractive promotions to improve online shopping experiences.