Persepsi Konsumen Dalam Meningkatkan Minat Pembelian Pada Toko Online Shopee

This study aims to influence consumer perceptions in increasing purchase intention at Shopee Online Stores. The variables used include usability; perceived ease of use, perceived risk, perceived trust for the independent while the dependent is purchase intention. A study conducted on the Shopee Online Store. The sample of this study is 103 respondents of prospective consumers who already know the Shopee Online Store in the Soloraya area. Collecting data using a questionnaire. The analytical method used is multiple linear regression analysis, t test, F test, and determinant coefficients, validity and reliability tests. The results of the last research questionnaire are valid and reliable. Based on the results of the analysis found, it can be explained that perceived usefulness, perceived ease of use, perceived trust have a positive and significant influence on purchase intention at Shopee Online Stores. While the perception of risk has a negative and significant influence on purchase intentio