Analisis Pengaruh Kepercayaan Konsumen, Persepsi Manfaat Dan Persepsi Kemudahan Penggunaan Terhadap Minat Beli Pada Media Sosial Instagram (Studi Kasus Pada Online Shop “Rp” Shop Kota Metro)

Abstract

This research aims to find out whether Consumer Trust, Perception of Benefits and
Perception of Ease of Use influence Purchase Intention. A quantitative approach was used in
this research, namely an approach where the data is in the form of numbers or qualitative
figures. The population in this study were active Instagram followers of Rpshop Metro City.
Taking the minimum number of research samples is by multiplying the indicators by the
numbers 5 to 10, then the indicators in the existing variables are 16 multiplied by the number
5, which is 80 respondents. The data collection technique used was using interviews,
documentation and questionnaires. Data analysis used includes validity test, reliability test,
normality test, linearity test, homogeneity test and multiple linear regression analysis with
the help of the SPSS version 25.0 application. Consumer Trust, Perception of Benefits and
Perception of Ease of Use have a positive and significant influence on Purchase Interest at
Rp Shop Kota Metro