FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN SHOPEE PAYLATER DI KOTA METRO DALAM PERSPEKTIF MANAJEMEN BISNIS SYARIAH

MAWAR, SURI (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN SHOPEE PAYLATER DI KOTA METRO DALAM PERSPEKTIF MANAJEMEN BISNIS SYARIAH. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini mendeskripsikan tentang keputusan konsumen dalam berbelanja online di aplikasi Shopee menggunakan Shopee Paylater dinilai kurang baik, karena masih ditemukan konsumen yang kecewa dengan beberapa faktor seperti persepsi kegunaan yang kurang baik dan juga konsumen berpersepsi kemudahan masih bingung dalam menggunakannya juga elektronic word of mouth (e WOM) juga fear of missing out (FOMO) dikaitkan dengan faktor psikologi dalam memengaruhi perilaku konsumen. Tujuan penelitian ini adalah untuk mengetahui apakah variabel perceived ease of use, perceived usefulness, electronic word of mouth (E-WOM) dan fear of missing out (FOMO) terhadap keputusan konsumen Shopee Paylater di Kota Metro. Penelitian ini menggunakan metode pendekatan secara kuantitatif. Data yang digunakan adalah data primer dengan cara menyebarkan kuesioner secara online melalu google form kepada konsumen Shopee Paylater di Kota Metro. Populasi tidak diketahui dan sampel yang digunakan sebanyak 96 konsumen menggunakan rumus lemeshow. Analisis data yang digunakan adalah uji validitas, uji reliabilitas dan uji hipotesis yang diolah menggunakan SmartPLS 4. Hasil penelitian ini menunjukkan bahwa variabel perceived ease of use, perceived usefulness, electronic word of mouth (E-WOM) dan fear of missing out (FOMO) berpengaruh terhadap keputusan konsumen Shopee Paylater di Kota Metro secara parsial. Dalam perspektif manajemen bisnis syariah, mayoritas responden setuju dalam pernyataan membeli produk di Shopee menggunakan Shopee Paylater dengan mempertimbangkan aturan syariat dan nilai-nilai Islam. Hal ini tentunya sesuai dengan konsep manajemen bisnis syariah. Kata Kunci: Electronic Word Of Mouth (E-WOM), Fear Of Missing Out (FOMO), Keputusan Konsumen, Perceived Ease Of Use, Perceived Usefulness. ABSTRACT This study describes consumer decisions in shopping online on the Shopee application using Shopee Paylater which are considered less than good, because consumers are still disappointed with several factors such as poor perceptions of usefulness and consumers who perceive ease are still confused in using it, electronic word of mouth (e-WOM) and fear of missing out (FOMO) are associated with psychological factors in influencing consumer behavior. The purpose of this study was to determine whether the variables perceived ease of use, perceived usefulness, electronic word of mouth (E-WOM) and fear of missing out (FOMO) on consumer decisions on Shopee Paylater in Metro City. This study uses a quantitative approach method. The data used are primary data by distributing questionnaires online through Google Form to Shopee Paylater consumers in Metro City. The population is unknown and the sample used is 96 consumers using the lemeshow formula. The data analysis used is validity test, reliability test and hypothesis test processed using SmartPLS 4. The results of this study indicate that the variables perceived ease of use, perceived usefulness, electronic word of mouth (E-WOM) and fear of missing out (FOMO) have a partial effect on consumer decisions on Shopee Paylater in Metro City. In the perspective of sharia business management, the majority of respondents agree with the statement of buying products on Shopee using Shopee Paylater by considering sharia rules and Islamic values. This is certainly in accordance with the concept of sharia business management. Key Words: Electronic Word Of Mouth (E-WOM), Fear Of Missing Out (FOMO), Keputusan Konsumen, Perceived Ease Of Use, Perceived Usefulness.

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