The Effect of Online Sales and Digital Payment on Consumer Purchase Intention in E-Commerce Shopee

Abstrak

This study aims to examine the influence of online sales and digital payments on consumer purchase intention on the Shopee platform, with undergraduate students of STIE Amkop Makassar, class of 2021, as the research subjects. The advancement of digital technology has significantly transformed consumer shopping behavior, particularly among university students. Employing a quantitative approach, data were collected via questionnaires from a purposive sample of 100 respondents out of a population of 520 students. Multiple linear regression analysis was conducted to test the research hypotheses. The findings reveal that online sales have a significant positive effect on purchase intention (regression coefficient = 0.318, p = 0.011), while digital payments do not show a significant influence (regression coefficient = 0.220, p = 0.068). Simultaneously, the model demonstrates that the combined effect of both variables is significant, primarily driven by the online sales factor. These results suggest that effective online sales strategies are more crucial than digital payment systems in enhancing consumer buying interest on e-commerce platforms such as Shopee.