Analysis of the Influence of Paylater Features, Service Quality, and Free Shipping on Purchasing Decisions in E-Commerce Shopee by Millennials

Abstract

Shopee is one of the e-commerce that is widely used by the millennial generation as a tool for shopping. The purpose of this study was to determine the effect of the paylater feature, service quality, and free shipping on purchasing decisions in Shopee e-commerce. The method used in this research is quantitative method. The population in this study are people who have bought products using Shopee and use the paylater feature at Shopee. The sample obtained was 108 respondents. To select the sample size of this study using purposive sampling technique, and individuals who are considered to have data sources that match the research criteria are given a questionnaire. The measuring instrument used was a closed questionnaire with 18 statements and distributed via Google Form. The technique used in this research is multiple linear regression analysis by conducting validity tests, reliability tests, followed by hypothesis testing after the assumption test is met. From the analysis conducted, it can be concluded that: (1) Paylater features (X1) have a significant positive effect on purchasing decisions (Y). (2) Service Quality (X2) has a negative and insignificant effect on purchasing decisions (Y). (3) Free shipping (X3) has a significant positive effect on purchasing decisions (Y).