THE UTILITARIAN ONLINE SHOPPING CONVINIENCE ON THE USE OF AN ONLINE SHOPPING APPLICATION DURING COVID-19 PANDEMIC

Abstract

The goal of this research is to know the effect of perceived ease of use and utilitarian online shopping convenience on the use of an online shopping application. Therefore, online questioners have been given within 200 responders who have actually used an online shopping application in Indonesia. A model proper test with Structural Equation Modelling (SEM) has been used to analyze a hypothesis that will be submitted. Therefore, the result shows that perceived ease of use has both direct and indirect impacts on the use of the online shopping application. In addition, Utilitarian online shopping convenience that has been measured by five dimensions (Access convenience, Search convenience, Evolution convenience, Transaction convenience and Decision convenience) impacts the online shopping application users directly and acts as a variable that possesses the impact of perceived ease of use on the use of the online shopping application, itself.