Analysis of Factors Retailer Brand, Information Richness and Easy of

Use on Buying Interest in using ShopeePay

Yulinda Tarigan and Khalishah Aptiyani

Applied Business Administration, Politeknik Negeri Batam, Jl. Ahmad Yani Batam Centre 29461, Indonesia

Keywords: Retailer Brand, Information Richness, Ease of Use dan ShopeePay.

Abstract: This study aims to test and analyse factors retailer brand, information richness, and ease of use towards the

buying interest student of Batam City using ShopeePay. This exploration utilizes a quantitative methodology

with various straight investigation utilizing SPSS 22 programming. Information assortment is gathered by

disseminating Google Form survey connects to an example of 370 individuals who are ShopeePay clients in

Batam City. The outcomes showed that there was an impact of retailer brand, information richness, and ease

of use experience both part of the way and stimulatively on buying choices through Shopee online business.

In this investigation, the computation of the coefficient of assurance got by 0.260. This implies that 26% of

purchasers purchasing revenue is clarified by retailer brand, information richness, and easy of use factors,

while the rest is clarified by different factors.

1 INTRODUCTION

The advancement of information technology is

currently experiencing a fairly rapid development.

The advancement of data innovation has prompted

different sorts of innovation-based exercises, for

example, e-government, online business, e-

instruction, e-medication, e-research center, and

others, which are all founded on hardware (Nuryanto,

2012). One of the positive impacts arising from the

development of technology and the flow of

information is the increasing number of payment

instruments, which previously only had cash, is now

developing into payments made by electronic

systems. This also causes consumer buying interest to

increase due to the influence of online shopping.

Based on the results of the Kandata Insight Center

(KIC), one of the most frequently used electronic

payment instruments today is ShopeePay. ShopeePay

is a digital wallet provided by shopee, where buyers

can make payments using ShopeePay without having

to pay cash.

The existence of ShopeePay affects consumer

buying interest, where the buying interest arises due

to internal and external factors. The internal factors

include trust, convenience, brand image and price,

while external factors include Retailer Brands,

Information

Richness and Extended Offers

Figure 1: Electronic Payment Instrument.

(Ramadanty & Kartikasari, 2020). Past research has

examined Retailer Brands, Information Richness and

Extended Offers on Gopay products (Ramadanty &

Kartikasari, 2020). On this occasion, I would like to

analyze some of these internal and external factors on

the buying interest of students in Batam for products.

Based on this, the researcher will carry out

research with the title:

376

Tarigan, Y. and Aptiyani, K.

Analysis of Factors Retailer Brand, Information Richness and Easy of Use on Buying Interest in using ShopeePay.

DOI: 10.5220/0010934600003255

In Proceedings of the 3rd International Conference on Applied Economics and Social Science (ICAESS 2021), pages 376-381

ISBN: 978-989-758-605-7

“ANALYSIS OF RETAILER BRAND,

INFORMATION RICHNESS AND EASY OF USE

ON BUYING INTEREST IN USING

SHOPEEPAY”

2 METHODS

2.1 Popuation and Sample

Population is an overall attribute that can be humans,

objects or events contained in a predetermined area

and become the focus of research (Muri, 2017). The

population in this study were 5 universities majoring

in management in the city of Batam, namely Batam

State Polytechnic, Batam International University,

Riau Islands University, Batam University, and

Putera Batam University using ShopeePay. So that in

this investigation the examples contemplated were

370 individuals who were ShopeePay clients.

Furthermore, to obtain a total of 370 samples

representing the population in the study area, a

proportionate sampling was carried out, namely

counting the number of students proportionally from

the 5 universities. The method of distributing the

questionnaire is based on the number of students in

each university which is calculated as a proportionate

sampling with the formula:

𝑛𝑖 =





.𝑛 (1)

ni: The number of samples according to the stratum

n: Total number of samples

Ni: Total population according to the stratum

N: Total Population

Based on the above calculations, the number of

samples per university is as follows:

Table 1: Student Population of 5 University Management

Department S1 / D4 in Batam City.

NO UNIVERSITY Total

1 Politeknik Ne

eri Bata

113

2 Universitas Internasional

Batam

3 Universitas Riau Kepulauan 44

4 Universitas Batam 9

5 Universitas Putera Bata

112

Total 370

This examination utilizes a quantitative technique

utilizing different direct investigation. Multivariate

straight examination is an assessment used to show

the presence or non-presence of a causal association

between two free factors and the dependent variable.

3 RESULTS AND DISCUSSION

3.1 Instrument Test

3.1.1 Validity Test

The following is a detailed table of the results of the

validity test for each variable used in this study,

namely:

Table 2: Validity Test Results.

Variable

Validity

Item

calculate

standards

Remark

Retailer

Brand (X1)

X1.1 0,777 0,102 Valid

X1.2 0,736 0,102 Valid

X1.3 0,792 0,102 Valid

Information

Richness

(X2)

X2.1 0,740 0,102 Valid

X2.2 0,671 0,102 Valid

X2.3 0,658 0,102 Valid

Easy of Use

(X3)

X3.1 0,708 0,102 Valid

X3.2 0,640 0,102 Valid

X3.3 0,582 0,102 Valid

X3.4 0,618 0,102 Valid

X3.5 0,689 0,102 Valid

X3.6 0,714 0,102 Valid

Purchase

Intention (Y)

Y.1 0,692 0,102 Valid

Y.2 0,590 0,102 Valid

Y.3 0,573 0,102 Valid

Y.4 0,587 0,102 Valid

(Source: Processed data, 2021)

From the validity test carried out in this study

carried out on the statement indicator on the Retailer

Brand (X1), Information Richness (X2), Information

Richness (X3) and Consumer Purchase Interest Using

ShopeePay (Y) which was tested with SPSS version

22, by comparing Between r count and r table, it can

be seen that the value of r count of all items /

statement indicators is greater than r table of 0.102, it

can be said that all statements are worthy of being

used as a measuring tool.

3.1.2 Reliability Test

The results of the reliability test for each variable in

this study can be seen from the calculation results in

the following:

Analysis of Factors Retailer Brand, Information Richness and Easy of Use on Buying Interest in using ShopeePay

377

Table 3: Reliability Test Results.

Variabel

Cronbach

Alpa

Cut of

Cronbach

Remark

Retailer Brand (X1) 0,812 0.60 Reliabel

Information

Richness (X2)

0,767 0.60 Reliabel

Easy of Use (X3) 0,763 0.60 Reliabel

Purchase Intention

(Y)

0,729 0.60 Reliabel

(Source: Processed data, 2021)

Based on the results of the reliability test in Table

3 above, it can be seen that all statement items /

indicators on the Retailer Brand, Information

Richness, Ease of Use and Consumer Purchase

Interests variables have a value greater than 0.60 so

that all statement items / indicators are reliable.

3.1.3 Descriptive Statistics

Descriptive analysis of respondents' answers was

carried out to determine the average score of each

question item or statement that the respondent had

answered. Based on the results of research conducted

on 370 respondents in distributing questionnaires via

google form.

Based on 5 universities majoring in D4 / S1

management in Batam City, Batam State Polytechnic

respondents were 113 people with a percentage of

31%, Batam International University there were 92

people with a percentage of 25%, Riau Islands

University as many as 44 people with a percentage of

12%, Batam University there were 9 people with a

percentage of 2%, and University of Putera Batam

there were 112 people with a percentage of 30%.

Based on age, respondents aged 18 years are 3

individuals with a level of 1%, respondents aged 19

years are 55 individuals with a level of 15%,

respondents aged 20 years are 79 individuals with a

level of 21%, respondents aged 21 years are 97

individuals with a level of 26% , respondents aged 22

years added up to 88 individuals with a level of 24%,

respondents aged 23 years added up to 25 individuals

with a level of 7%, respondents aged 24 years added

up to 9 individuals with a level of 2%, respondents

aged 25 years added up to 7 individuals with a level

of 2%, respondents There are 3 individuals aged 26

years with a level of 1%, 2 individuals aged 27 years

with a level of 1%, 28 years of age respondents

adding up to 1 individual with a level of 0%,

respondents aged 29 years adding up to 1 individual

with a level of 0%.

3.1.4 Normality Test

Table 4: Normality Test.

One-Sample Kolmogorov-Smirnov Test

Unstandardized

Residual

370

Normal

Parameters

a,b

Mean ,0000000

Std.

Deviation

1,27657639

Most Extreme

Differences

Absolute ,068

Positive ,035

Negative -,068

Kolmogorov-Smirnov Z

1,316

Asymp. Sig. (2-tailed) ,062

a. Test distribution is Normal.

b. Calculated from data.

Based on the table above, it can be seen that the data

is normally distributed because the significant value

of the data is normally distributed, namely 0, 062

which is greater than 0.05.

3.1.5 Multiple Linear Regression Analysis

Multiple linear regression analysis with the aim of

proving the effect of Retailer Brand (X1),

Information Richness (X2) and Ease of Use (X3) on

purchase interest in using ShopeePay (Sugiyono,

2017). Multiple linear regression equation analysis as

follows:

Y = a + b1X1 + b2X2 + b2X3 + e (2)

Remark:

Y = Minat Beli Konsumen

a = Konstanta.

b = Koefisien regresi.

X1 = Retailer Brand.

X2 = Information Richness.

X3 = Easy of Use.

e = Error.

Table 5: Results of Multiple Linear Analysis.

Model

Unstandardized

Coefficients

t Sig. B

Std.

Error

1 (Constant) 5,545 ,743 7,464 ,000

RETAILER

BRAND (X1)

,287 ,066 4,353 ,000

INFORMATION

RICHNESS (X2)

,171 ,063 2,698 ,007

EASY OF USE

(X3)

,166 ,038 4,428 ,000

a. Dependent Variable: MINAT BELI KONSUMEN (Y)

ICAESS 2021 - The International Conference on Applied Economics and Social Science

378

Based on table 5, it can be seen that the multiple linear

regression equation is as follows:

Y = a + b1X1 + b2X2 + b2X3 + e (3)

Y = 5.545 + 0.287X1 + 0.063X2 + 0.038X3 + e (4)

From this equation, it is described as follows:

1. The consistent worth (a) for the relapse condition

is equation is 5.545. This means that the average

consumer purchase interest variable will be 5,545 if

the Retailer Brand (X1), Information Richness (X2),

and Ease of Use (X3) variables are equal to 0.

2. Value 𝛽1 = 0.287, indicating a positive and

significant effect between Retailer Brands on

consumer buying interest, which means that the

Retailer Brand dimension increases, it will result in

an increase in consumer buying interest.

3. Value 𝛽2 = 0.171, shows a positive and significant

effect between Information Richness on the consumer

purchase interest variable, which means that if the

dimension of Information Richness increases it will

result in an increase in consumer buying interest.

4. The value 𝛽3 = 0.166, shows a positive and

significant effect between Ease of Use on the

consumer buying interest variable, which means that

if the Ease-of-Use dimension increases it will result

in an increase in consumer buying interest.

3.2 Hypothesis Test

3.2.1 T Test

The t factual test is utilized to test the extent of the

impact between the free factors in part on the reliant

variable, then, at that point testing the coefficient of

every regression (Priyatasma, 2017). If the

significance <0.05, the independent variable

significantly affects the dependent variable.

Table 6: Test Results t.

Model

Unstandardized

Coefficients

t Sig.B

Std.

Error

1 (Constant) 5,545 ,743 7,464 ,000

RETAILER

BRAND (X1)

,287 ,066 4,353 ,000

INFORMATION

RICHNESS (X2)

,171 ,063 2,698 ,007

EASY OF USE

(X3)

,166 ,038 4,428 ,000

a. Dependent Variable: MINAT BELI KONSUMEN

(Y)

Based on table 7, the t test results will be

explained as follows:

1) The Influence of Retailer Brands on Consumer

Purchase Intention (H1)

It is known that the Sig value for the effect of Retailer

Brand (X1) on consumer buying interest (Y) is 0.000

<0.05 and the t value is 4.353 > t table = t (ɑ / 2; n - k

- 1 = t (0.05 / 2; 370 - 3 - 1) = (0.025; 366) = 0.02034,

so it can be concluded that H1 is accepted, which

means that there is a positive influence between

Retailer Brand (X1) on consumer buying interest (Y).

2) The Effect of Information Richness on

Consumer Purchase Interest (H2)

It is known that the Sig value for the effect of

Information Richness (X2) on consumer buying

interest (Y) is 0.007 <0.05 and the t value is 2.698 > t

table = t (ɑ / 2; n - k - 1 = t (0.05 / 2; 370 - 3 - 1) =

(0.025; 366) = 0.02034, so it can be concluded that

H1 is accepted, which means there is a positive

influence between Information Richness (X2) on

consumer purchase interest (Y).

3) The Effect of Ease of Use on Consumer

Purchase Interest (H3)

It is known that the Sig value for the effect of Ease of

Use (X3) on consumer buying interest (Y) is 0.000

<0.05 and the t value is 4.428 > t table = t (ɑ / 2; n - k

- 1 = t (0.05 / 2; 370 - 3 - 1) = (0.025; 366) = 0.02034,

so it can be concluded that H1 is accepted, which

means there is a positive influence between Ease of

Use (X3) on consumer buying interest (Y).

3.2.2 F Test

The F test expects to show whether all free factors

affect the reliant variable. On the off chance that the

worth of Fcount> Ftable and an importance esteem <

0.05, all independent factors have a huge impact at

the same time on the reliant variable.

Table 7: Test Results F.

Model

Sum of

Squares Df

Mean

Square F Sig.

1 Regression 210,887 3 70,296 42,785 ,000

Residual 601,340 366 1,643

Total 812,227 369

a. De

endent Variable: MINAT BELI KONSUMEN

(

)

b. Predictors: (Constant), EASY OF USE (X3),

INFORMATION RICHNESS (X2), RETAILER

BRAND

(

)

In light of table 7, it is acquired that the Fcount

esteem is 42,785 with a meaning of 0.000. Since the

importance worth of 0.000 <0.05, then, at that point

H4 is acknowledged, which implies that the free

Analysis of Factors Retailer Brand, Information Richness and Easy of Use on Buying Interest in using ShopeePay

379

factors Retailer Brand, Information Richness and

Ease of Use have a positive and critical impact on

buying choices.

3.2.3 Coefficient of Determination

The coefficient of determination aims to measure the

model's ability to explain variations in the dependent

variable (Ghozali, 2018).

Table 8: Results of the Coefficient of Determination Test.

Model R

Square

Adjusted R

Square

Std. Error

of the

Estimate

1 ,510

,260 ,254 1,282

a. Predictors: (Constant), EASY OF USE (X3),

INFORMATION RICHNESS (X2), RETAILER

BRAND (X1)

In table 8, it is known that the R-Square (R2)

value is 0.260. This shows that 26% of the variables

can be explained by the Retailer Brand, Information

Richness and Ease of Use variables, while the

remaining 74% can be explained by other variables

outside of the study.

4 CONCLUSIONS

Based on the results of the research on the factors

carried out, it aims to determine the analysis of the

Retailer Brand, Information Richness and Ease of

Use factors in influencing the buying interest of

Batam City students in using ShopeePay. Then the

conclusions of this study are as follows:

1. Retailer Brand has a positive and significant

influence on the buying interest of students in the city

of Batam in using ShopeePay. This is based on the

results of the analysis obtained that the Retailer Brand

variable has a positive regression coefficient of 0.287

with a significance value of 0.000 (<0.05).

2. Information Richness has a positive and

significant influence on the buying interest of

students in the city of Batam in using ShopeePay.

This is based on the analysis results obtained that the

Information Richness variable has a positive

regression coefficient of 0.171 with a significance

value of 0.007 (<0.05).

3. Ease of Use has a positive and significant

influence on the buying interest of students in the city

of Batam in using ShopeePay. This is based on the

results of the analysis obtained that the Ease-of-Use

variable has a positive regression coefficient of 0.166

with a significance value of 0.000 (<0.05).

4. Retailer Brand, Information Richness and Ease

of Use have a simultaneous effect on consumer

buying interest. This means that the independent

variable increases the buying interest of students in

Batam City in using ShopeePay. This is based on the

analysis obtained that Fcount of 42.785 > Ftable of

0.380 with a significance of 0.000 <0.05, then H4 is

accepted.

ACKNOWLEDGEMENTS

Praise and gratitude to Allah SWT for all his pleasure

so that the authors can finish this thesis with the title

"Analysis Of factors Retailer Brand, Information

Richness and Ease of Use on buying interest in using

“ShopeePay". The author also thanked all the parties

who helped in drafting the writing of this thesis.

Thanks to Ms. Yulinda, SE., M.Si., MBA as a lecturer

for the criticism, advice, motivation, and also time for

the writers so that they can complete this thesis, to all

Lecturer majoring in Applied Business

Administration that has provided a lot of useful

knowledge from the beginning to the end of the

semester to the author, to my family who always pray

and support, and also my lovely friends in class AB

night.

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