Pengaruh Sosial, Pribadi, & Psikologi terhadap Keputusan Pembelian di Shopee dengan Penipuan sebagai Variabel Moderasi

Abstract

This study aims to determine the effect of social, personal, and psychological factors on purchasing decisions at Shopee with fraud as a moderating variable. This study uses a quantitative approach. With the SEM-PLS research method using the SmartPLS 3.0 software. In this study, the population was the management study program students of the University of Muhammadiyah Gresik batch 2018 with a sample of 137 respondents. The sampling technique used a purposive sampling method. This study uses primary data that contains respondents' answers to questionnaires that have been distributed via google form. The results show that: 1) Social factors have a positive and significant effect on purchasing decisions at Shopee, 2) Personal factors have no significant effect on purchasing decisions at Shopee, 3) Psychological factors have a positive and significant effect on purchasing decisions at Shopee, 4) Fraud can be a moderating variable and weaken social factors on purchasing decisions, 5) Fraud is not able to be a moderating variable for personal factors in purchasing decisions, 6) Fraud is not able to be a moderating variable for psychological factors in purchasing decisions.