PENGARUH KEMUDAHAN DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI E-COMMERCE SHOPEE DI KECAMATAN BANYUMANIK

This study aims to analyze the influence of convenience and lifestyle on online purchasing decisions on Shopee e-commerce in Banyumanik District. This study uses a quantitative method that obtains data from questionnaires distributed via Google Form. In this study, 100 respondents were found who were classified as Banyumanik residents aged 17 years and over and had made purchases on Shopee e-commerce in the last 6 months. For each data, it will be analyzed with the help of SPSS (Statistical Package for the Social Sciences), from some tests that include classical assumptions, hypotheses and data quality. From the analysis, it resulted that each independent variable contributed significantly positively to online purchasing decisions on Shopee e-commerce. Given the facts from the t-test, convenience found a sig of 0.000 (below 0.05) and a t count of 4.315 exceeding the t table of 1.660. Then lifestyle found a sig of 0.000 and a t count of 6.540> t table of 1.660. Next, the F test produces a sig (Anova) of 0.000, below 0.05, or it can be assumed that each independent variable contributes simultaneously to online purchasing decisions on the Shopee e-commerce.