MEASURING THE APPEAL OF ONLINE SHOPPING: THE ROLE OFAPP EASE OF USE AND CONSUMER TRUST ON REPEAT PURCHASEDECISIONS ON THE SHOPEE E-COMMERCE PLATFORM

Abstract

This study aims to measure the attractiveness of online shopping through an analysis of the influence of ease of use of applications and consumer trust on repeat purchase decisions on the Shopee ecommerce platform. The background of this study is based on the increasing number of online shopping transactions in Indonesia, especially through Shopee, which is one of the platforms with the largest number of users. This study uses a quantitative approach with an explanatory research method. Data
were collected through an online questionnaire distributed to 120 active Shopee user respondents who had made repeat purchases. The data analysis technique used was multiple linear regression. The results
of the study indicate that ease of use of the application and consumer trust have a positive and significant effect, both partially and simultaneously, on repurchase decisions. Ease of application navigation, transaction speed, and trust in the security and consumer protection system have proven to be important factors in forming user loyalty. These findings provide strategic implications for e-commerce managers to improve user experience and build a strong trust system to retain consumers in the long term.