THE INFLUENCE OF PRODUCT DIVERSITY, INFORMATION QUALITY AND EASE OF USE ON PURCHASE DECISIONS ON SHOPEE (Study on Students of the Faculty of Economics, Darul Ulum University)

The purpose of the research conducted by the researcher is to determine the partial and simultaneous influence between product diversity, information quality and ease of use on purchasing decisions at Shopee for students of the economic faculty of Darul Ulum University. The variables selected in this study are product diversity as X1, Information Quality as X2, ease of use as X3 and purchasing decisions as Y.
This research uses a quantitative approach. The data source in the study uses primary data where the data collection method uses a questionnaire through the google form application and directly uses hardcopy and is directly distributed to the intended sample, besides that researchers also use secondary data obtained from journals and e-books online and data obtained from the Academic Administration Bureau of Darul Ulum University. The population in this study were students of the economics faculty of Darul Ulum University Jombang Class of 2021-2024 who had used or bought the Shopee application. The sampling technique in this study used purposive sampling method. The sample in this study were 81 respondents obtained using the Slovin formula. The data analysis technique used is multiple linear regression analysis. SPSS version 26 program.
In this study, based on the t test conducted, it shows that the product diversity variable (X1) has no effect on purchasing decisions (Y), information quality (X2) has a positive and significant effect on purchasing decisions (Y), and ease of use (X3) has no effect on purchasing decisions (Y). Through the F test it is known that simultaneously the independent variable affects the dependent variable. The R Square number is 0.414 or 41.4%, while 58.6% is influenced by other variables not examined by the researcher.