ABSTRAC

Darmawati, Sri Suci (2023). The Influence of Online Advertising, E-Trust, and Religiosity on Interest in Using Shopee PayLater. Advisor: H. M. Riza Firdaus.

This research aims to analyze: (1) The influence of online advertising on interest in using Shopee PayLater. (2) The influence of e-trust on interest in using Shopee PayLater. (3) The influence of religiosity on interest in using Shopee PayLater.

The type of panel research is quantitative research. The population and sample are users of the Shopee Indonesia application, who have watched Shopee PayLater online advertisements, who are Muslim, and aged over 17 years. The number of samples was 91. The sampling technique used a non-probability sampling method with purposive sampling technique. The data analysis technique uses multiple linear regression analysis techniques.

The research results show that online advertising has a positive and significant influence on interest in using Shopee PayLater. E-Trust has a positive and significant influence on interest in using Shopee PayLater. Religiosity has a negative and significant influence on interest in using Shopee PayLater.

Keywords: Online Advertising, E-Trust, Religiosity, Interest in Using

ABSTRAK

Darmawati, Sri Suci (2023). Pengaruh Online Advertising, E-Trust, dan Religiusitas Terhadap Minat Menggunakan Shopee PayLater. Pembimbing: H. M. Riza Firdaus.

Penelitian ini bertujuan untuk menganalisis : (1) Pengaruh online advertising terhadap minat menggunakan Shopee PayLater. (2) Pengaruh e-trust terhadap minat menggunakan Shopee PayLater. (3) Pengaruh religiusitas terhadap minat menggunakan Shopee PayLater.

Jenis panelitian adalah penelitian kuantitatif. Populasi dan sampel adalah pengguna aplikasi Shopee Indonesia, yang pernah menonton iklan online Shopee Paylater, yang beragama islam, dan berusia diatas 17 tahun. Jumlah sampel sebanyak 91. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Teknik analisis data menggunakan teknik analisis regresi linier berganda.

Hasil penelitian menunjukkan bahwa online advertising memiliki pengaruh positif dan signifikan terhadap minat menggunakan Shopee PayLater. E-Trust memiliki pengaruh positif dan signifikan terhadap minat menggunakan Shopee PayLater. Religiusitas memiliki pengaruh negatif dan signifikan terhadap minat menggunakan Shopee PayLater.

Kata kunci : Online Advertising, E-Trust, Religiusitas, Minat Menggunakan