Determinan Minat Belanja Mahasiswa pada E-Commerce: Peran Kemudahan Penggunaan dan Kepercayaan

Abstract

The growth of e-commerce has transformed university students’ consumption patterns, particularly in searching for information, selecting products, and conducting digital transactions. This study aims to analyze the effects of perceived ease of use and trust on the shopping intention of Islamic Economics students in e-commerce. A quantitative approach with an explanatory research design was employed. The population consisted of 350 active students in the Islamic Economics Study Program, while the sample comprised 187 respondents. Respondents were selected purposively based on the criteria of being active students and having completed at least one e-commerce transaction within the previous six months. Data were collected through a five-point Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that perceived ease of use has a positive but insignificant effect on shopping intention, with a standardized beta of 0.115, a t-value of 1.666, and a significance level of 0.097. In contrast, trust has a positive and significant effect on shopping intention, with a standardized beta of 0.384, a t-value of 5.582, and a significance level below 0.001. Simultaneously, both variables significantly affect shopping intention, with an F-value of 20.564 and a coefficient of determination of 0.183. These findings indicate that trust plays a more dominant role than perceived ease of use in shaping students’ shopping intention. The study provides practical implications for e-commerce providers to strengthen security, transparency, service reliability, and transaction credibility. The study also highlights Islamic business ethics through trustworthiness, information disclosure, consumer protection, and certainty in digital transaction practices.

Keywords: : e-commerce; perceived ease of use; trust; shopping intention.