Determinants of Purchase Intention and their Effects on Purchase Decisions in Shopee E-Commerce Platform

This study aims to analyze the effects of price, ease of use, perceived benefits, and perceived risk on purchase intention and their impact on purchase decisions among Tokopedia users in Banten Province. The study employs a descriptive and verificative approach with a sample of 400 respondents. Data were collected through a questionnaire and analyzed using Structural Equation Modeling (SEM) with the assistance of LISREL software. The results indicate that, both partially and simultaneously, price, ease of use, perceived benefits, and perceived risk have a significant effect on purchase intention. Furthermore, purchase intention is proven to have a positive and significant effect on purchase decisions. These findings suggest that enhancing positive perceptions of price, ease of use, benefits, and risk management can increase purchase intention, which ultimately leads to higher purchase decisions among Tokopedia users.