Effect of Perceptions of Benefits, Perceptions of Ease and Attitudes of Behavior on Consumer Interests in Using the Shopee Online Shopping Site ...
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International Journal of Research and Review
Vol.8; Issue: 3; March 2021
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237
Effect of Perceptions of Benefits, Perceptions of Ease
and Attitudes of Behavior on Consumer Interests in
Using the Shopee Online Shopping Site
Fenny Krisna Marpaung1, Tommy Pratama2, Richard Marlie3,
Nicholas Liefandy4
1,2,3,4
Universitas Prima Indonesia, Indonesia
Corresponding Author: Fenny Krisna Marpaung
ABSTRACT Because the process of globalization is very
fast, making the life order in society and the
This study aims to observe and analyze the world more dynamic. Because globalization
effect of perceptions of benefits, perceptions of causes the world community to have the
ease, and attitudes of behavior on consumer opportunity to enjoy existing resources and
interests in using the Shopee online shopping
this desire is unlimited. Generally,
site. This research uses research methods with
quantitative methods and the nature of the globalization is closely related to all things
research used is explanatory research to see the worldwide. Some of the things we can enjoy
cause-effect relationship. The number of the development of globalization around us
population and samples used in this study are developments in the fields of
involved 100 respondents. The sampling method transportation, technology, culture,
used was purposive sampling method. Purposive telecommunications, and so on. Regarding
sampling is a technical sampling of data with the ease of telecommunications and
certain criteria. Data analysis using multiple obtaining information, now we can feel the
linear regression. The results of this study progress in the internet field. We can get
indicate that perceptions of benefits, perceptions information very quickly and also
of ease, and attitudes of behavior have a positive
instantaneously. Of course this will have an
effect on consumer interests in using the Shopee
online shopping site. The result value of the impact on human needs today. Where
percentage of the consumer interests variable human needs since the expansion of the
obtained from the results of the coefficient of internet will be increasingly diverse.
determination is 70%, meaning that consumer Because the needs are increasingly diverse
interests is explained by perceptions of benefits, so that today's people want something more
perceptions of ease, and attitudes of behavior, practically and also instantaneously to meet
but the remaining 30% is explained by other their daily needs.
variables not examined such as product quality, Data internet is now the main need
product innovation and differentiation product. of society today. In 2018, 171.17 people
(64.8%) were connected to the internet, out
Keywords: Perceptions of Benefits, Perceptions
of a total of 264.16 million people. It also
of Ease, Attitudes of Behavior, Consumer
Interests triggers companies to create innovations to
make a product service facility that is online
INTRODUCTION based. To support the public in order to get
Globalization shows a very fast something they want quickly and precisely.
development and also changes the lifestyle Every company offers the advantages of its
of society. Society also experiences products so that it can last for a long time in
development needs in various fields. the future. Public. The easier, more
International Journal of Research and Review (ijrrjournal.com) 580
Vol.8; Issue: 3; March 2021Fenny Krisna Marpaung et.al. Effect of perceptions of benefits, perceptions of ease and attitudes of behavior on
consumer interests in using the shopee online shopping site.
attractive, and beneficial to consumers, the Shopee provides many features that function
greater the benefits the company will get. to provide benefits in shopping online.
This development indicates that there will However, not all people use all of the
be a change in habits in society. People who features available on Shopee. Some people
usually shop directly will be facilitated by prefer to transact through social media
the creation of an online shopping site. platforms such as WhatsApp and also
Various companies are now creating Facebook or Instagram.
online shopping sites or what is called the The second indicator is convenience.
Marketplace. Among them are Shopee, Ease of perception is defined as individual
Lazada, Tokopedia, Bukalapak, and so on. trust where if they use certain technology it
Each competes to provide the best service will be free from effort (Harlan, 2014:39).
for the community and becomes a trend The perception of convenience aims to
with all online-based activities As a result, make it easier for consumers to carry out an
Indonesia has become one of the trending activity or activity by utilizing technology
countries with online shopping activities. so that no big effort is required in its
The products sold in the market are also operation. Shopee provides many features to
very diverse and varied. Based on data make it easier for users to make shopping
obtained through the Global Web Index, online easier. Some new users who are
Indonesia recorded that in 2018, Indonesia using Shopee for the first time have
became a user of online shopping sites by difficulty or don't understand much or how
86%. Meanwhile, China is 82%, Germany to use the features provided to facilitate
& UK 81%, and Thailand 80%. In consumers in making online shopping
Indonesia, it is the largest online shopping transactions.
site user in ASEAN countries. Vietnam only The next indicator is attitude
uses around 77%, Malaysia 75%, Singapore behavior. The problem of attitude is
73%, and the Philippines 70 %. Although in determined by experience or what is known
2018 the penetration of Indonesian internet by the surrounding community. People in
users reached 64.8%, the APJII (Indonesian Indonesia have a vigilant attitude towards
Internet Service Providers Association) the use of internet sites. Because there are
Survey only found that the number of so many cases of fraud and other
internet users in Indonesia who had cybercrimes that have an impact on distrust
transacted online was 56% of the total in using the online shopping site Shopee.
internet users. It is unfortunate that even Even though the many cases of this fraud
though there are many online shopping sites can occur anywhere and anytime even
in Indonesia, there are still many that have through the site online though.
not carried out online transaction activities. This study aims to observe and
Shopee is an e-commerce platform analyze the effect of perceptions of benefits,
that has the largest number of visitors in perceptions of ease, and attitudes of
Indonesia. It has useful features to make it behavior on consumer interests in using the
easier for people to make online shopping shopee online shopping site.
transactions. It was introduced for the first
time in Singapore. Now Shopee is already LITERATURE REVIEW
operating in various ASEAN countries. Effect of Perceptions of Benefits on
The first indicator is Perception of Consumer Interests
Benefits. Perception of benefits is a measure Perceptions of the benefits of
by which the use of technology is believed research by Trisnawati et al. (2012) are that
to bring benefits to its users (Tirtana and the internet makes it easy to shop quickly,
Shinta, 2014: 676). the internet makes better purchasing
If a system provides benefits to its decisions, the internet is a more useful
users, the user will use it more often.
International Journal of Research and Review (ijrrjournal.com) 581
Vol.8; Issue: 3; March 2021Fenny Krisna Marpaung et.al. Effect of perceptions of benefits, perceptions of ease and attitudes of behavior on
consumer interests in using the shopee online shopping site.
shopping, internet shopping saves money, Sources of data obtained for this
the internet is easier to make purchases. study are using primary data and secondary
data. According to Sugiyono (2017:193),
Effect of Perceptions of Ease on primary data is a data source that directly
Consumer Interests provides data to data collectors. According
In the research of Purwohandoko et to Wardiyanta in Sugiarto (2017:87),
al. (2015), states that there is a positive secondary data is information obtained not
influence between perceived convenience directly from sources but from third parties.
and satisfaction. These results indicate that Data obtained for this study is through
perceived convenience can lead to APJII data, journal references, thesis
individuals becoming more and more references related to this research.
satisfied with the use of new technology. Data analysis using multiple linear
regression. Multiple linear regression are
Effect of Attitudes of Behavior on partial hypothesis test (t test) and coefficient
Consumer Interests of determination (R2). Ghozali (2012:98),
According to Assael (2010:15), the t-test difference test is used to test how
consumer behavior is a study of spending far the influence of the independent
units and exchange processes that involve variables used in this study individually in
the acquisition, consumption and disposal of explaining the dependent variable partially.
goods, services, experiences and ideas. According to Ghozali (2012:97) the
coefficient of determination (R2) is a tool to
RESEARCH METHODS measure how far the model's ability to
This research uses research methods explain variations in the dependent variable.
with quantitative methods. According to The coefficient of determination is 0Fenny Krisna Marpaung et.al. Effect of perceptions of benefits, perceptions of ease and attitudes of behavior on
consumer interests in using the shopee online shopping site.
t Test
Table 1. t Test
Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1 (Constant) 3.568 1.794 1.989 .050
Perceptions of Benefits .114 .055 .126 2.072 .041
Perceptions of Ease .522 .060 .596 8.771 .000
Attitudes of Behavior .330 .070 .295 4.686 .000
a. Dependent Variable: Consumer Interests
Coefficient of Determination (R2)
Table 2. Coefficient of Determination (R2)
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .842a .709 .700 2.12062
a. Predictors: (Constant), Perceptions of Benefits, Perceptions of Ease, Attitudes of Behavior
Based on results Table 1 and 2 of The suggestion in this research is
this study indicate that perceptions of that the management should increase the
benefits, perceptions of ease, and attitudes perception of the benefits of the product so
of behavior have a positive effect on that consumers enjoy shopping on the online
consumer interests in using the shopee shopee shopping site. The company
online shopping site. The result value of the management also increases the perception
percentage of the consumer interests of the ease of shopping on the shopee online
variable obtained from the results of the shopping site. The management must also
coefficient of determination is 70%, consider the attitudes of consumers who are
meaning that consumer interests is interested in shopping on the online shopee
explained by perceptions of benefits, site.
perceptions of ease, and attitudes of
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