PERILAKU BELANJA ONLINE PADA PENGGUNA APLIKASI SHOPEE DI INDONESIA

The purpose of this study is to determine online shopping behavior among Shopee platform users in Indonesia. The sample in this study were consumers using the Shopee platform, totaling 100 respondents using the Accidental Sampling technique. Data collection techniques using questionnaires distributed online. The analytical method used is multiple linear regression. The results of this study are seen from multiple linear regression showing that all factors that influence online shopping behavior, psychological factors, convenience, hedonic motivation, and quality of information affect the shopping behavior of consumers on the Shopee platform.