Pengaruh Kemudahan Penggunaan Aplikasi E-Commerce dan Harga Terhadap Keputusan Pembelian Produk Pada Tiktokshop

Abstract

This research is to explain the influence of Ease of Use and Price on Product Purchasing Decisions in
the Tiktok Shop Application. Case Study of Management Students at Graha Karya Muara Bulian
University. With quantitative descriptive research using multiple linear regression analysis tools. The
variables studied were Ease of Use (X1) and Price (X2) as independent variables and Purchase
Decision (Y) as the dependent variable, carried out using the t test, F test and Determination
Efficiency (R2). The results of hypothesis testing for the Ease of Use variable (X1) show that the value
of Tcount (10.081) < Ttable (1.985). The results of hypothesis testing on the variable Price (X2) show
that the value of Tcount (5.187) > Ttable (1.985), , from partial test results it is found that Ease of Use
(X1) and Price (X2) have an influence on Purchasing Decisions (Y). Simultaneous variable testing
shows that the value of Fcount > Ftable or 209.179 > 3.09, so that Ease of Use (X1) and Price (X2)
simultaneously influence Purchasing Decisions (Y). The Adjusted R Square value is 0.816 for Y or
81.6% and the other 18.4% is influenced by other variables not examined in this research.