The Effect of Web Design and Price on Buying Interest in Shopee E-Commerce

Authors

  • Margaretha Sartien Kabanga Politeknik Negeri Kupang, Nusa Tenggara Timur, Indonesia https://orcid.org/0009-0004-6527-6697
  • Hairil Nurdin Politeknik Negeri Kupang, Nusa Tenggara Timur, Indonesia
  • Benaya Haposan Samosir Politeknik Negeri Kupang, Nusa Tenggara Timur, Indonesia

DOI:

https://doi.org/10.51135/PublicPolicy.v5.i2.p1094-1110

Keywords:

Web Design, Price, Purchase Intention

Abstract

This study aims to analyze the influence of Web Design and Price variables on Purchase Intention on the Shopee e-commerce platform in Kupang City using a multiple linear regression model. The analysis results indicate that the regression model meets the requirements, showing an initial Purchase Intention value before considering the independent variables. The regression coefficients demonstrate that improvements in Web Design and Price positively impact Purchase Intention. The F-test confirms that both variables significantly influence Purchase Intention, with the calculated values exceeding the required thresholds. The t-test further reveals that both Web Design and Price have a significant individual impact. The coefficient of determination indicates that the model explains a considerable portion of the variability in Purchase Intention, although a substantial portion remains unexplained, suggesting the potential influence of other factors beyond the scope of this study.

 

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Published

2024-12-27

How to Cite

Kabanga, M. S., Nurdin, H., & Samosir, B. H. (2024). The Effect of Web Design and Price on Buying Interest in Shopee E-Commerce. Public Policy ; Jurnal Aplikasi Kebijakan Publik Dan Bisnis, 5(2), 1094–1110. https://doi.org/10.51135/PublicPolicy.v5.i2.p1094-1110

Issue

Vol. 5 No. 2 (2024): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis (on process)

Section

Articles

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