Herlin, Ingga (2023) Pengaruh perceived ease of use, perceived usefulness, perceived risk dan price discount terhadap Keputusan pembelian menggunakan shopee paylater dengan brand image sebagai variabel moderasi pada Generasi Z. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to analyze the effect of Perceived Ease Of Use, Perceived Usefulness, Perceived Risk, and Price Discount on purchasing decisions using Shopee Paylater with Brand Image as a moderating variable in Generation Z. The sample was taken using non-probability sampling method with purposive sampling
technique. This research is descriptive with Quantitative analysis of Generation Z with ages 17-27 years who have used shopee paylater in the DKI Jakarta area. the sample was taken using non-probability sampling method with purposive sampling technique. Data collection was carried out by distributing questionnaires and then processed and analyzed using Smart PLS version 3.0. Likert scale indicators. The results showed that Perceived ease of use, Perceived usefulness, Perceived risk, Price discount, and Brand image have a positive and significant effect on purchasing decisions using Shopee Paylater. Not only that, Brand image can also mediate the influence of perceived ease of use, perceived usefulness, perceived risk, and price discounts on purchasing decisions using Shopee Paylater.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Dr. Sawidji Widoatmodjo, S.E., M.M., MBA
Uncontrolled Keywords: Keywords: Perceived Ease Of Use, Perceived Usefulness, Perceived Risk, Price Discount, Brand Image, Shopee Paylater
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 09 Jun 2026 10:52
Last Modified: 09 Jun 2026 10:52
URI: https://repository.untar.ac.id/id/eprint/49827

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