The Influence Of Perceived Usefulness And Ease Of Use On Purchase Intention Of Shopee App Users In Indonesia

Authors

  • Nafissa Aisyah Fitri Br Sitepu Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra
  • Arlina Nurbaity Lubis Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra
  • Beby Karina Fawzeea Sembiring Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra

Keywords:

Perceived Usefulness, Ease of Use, Purchase Intention, Shopee, E-Commerce, TAM

Abstract

This study aims to analyze the influence of perceived usefulness and ease of use on purchase intention among Shopee app users in Indonesia. The rapid growth of e-commerce in Indonesia, particularly Shopee, which dominates the market with over 50 million active users, demonstrates the urgency of understanding digital consumer behavior. Research gaps are found in the inconsistency of previous studies regarding the dominant factors driving purchase intention, especially post-pandemic, as well as the lack of studies that simultaneously integrate both TAM constructs in the context of Shopee Indonesia. This study used a quantitative approach with a survey method of 200 active Shopee user respondents. The results showed that perceived usefulness had a positive and significant effect on purchase intention (β = 0.412; p < 0.05), ease of use had a positive and significant effect on purchase intention (β = 0.338; p < 0.05), and both variables simultaneously explained 61.4% of the variation in purchase intention. These findings strengthen the relevance of the Technology Acceptance Model (TAM) in the context of online shopping and provide practical implications for e-commerce platform developers in improving user experience.

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Published

2026-06-17

How to Cite

Sitepu, N. A. F. B., Lubis, A. N. ., & Sembiring, B. K. F. . (2026). The Influence Of Perceived Usefulness And Ease Of Use On Purchase Intention Of Shopee App Users In Indonesia. DAS CONFERENCE INTERNATIONAL SERIES, 4, 186–191. Retrieved from https://journal.das-institute.com/index.php/proceeding/article/view/1419

Issue

Vol. 4 (2026): Proceeding International Conference on Global Economic Dynamics

Section

Articles Proceeding

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Copyright (c) 2026 Nafissa Aisyah Fitri Br Sitepu, Arlina Nurbaity Lubis, Beby Karina Fawzeea Sembiring

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