Pengaruh Promosi dan Persepsi Kemudahan Transaksi terhadap Keputusan Pembelian Pengguna Fitur Shopee PayLater

Abstract

The rapid development of digital technology and the expansion of e-commerce have significantly transformed consumer purchasing behavior, particularly in online transactions. One of the increasingly utilized digital payment innovations is Shopee PayLater, which offers various promotional programs and transaction convenience to encourage consumers’ purchasing decisions. This study aims to examine the effects of promotion and perceived ease of transaction on the purchasing decisions of Shopee PayLater users. A quantitative method with an associative approach was employed. Data were collected through questionnaires distributed to 117 Shopee PayLater users. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with IBM SPSS Statistics version 27. The results indicate that promotion has a positive and significant effect on purchasing decisions. Perceived ease of transaction also has a positive and significant effect on purchasing decisions. Simultaneously, promotion and perceived ease of transaction have a positive and significant effect on the purchasing decisions of Shopee PayLater users. The coefficient of determination (R²) is 73.5%, indicating that the two independent variables explain 73.5% of the variation in purchasing decisions, while the remaining 26.5% is explained by other factors outside the model. These findings provide practical implications for Shopee to strengthen its promotional strategies and improve transaction convenience to encourage purchasing decisions and enhance users’ transaction experience.