The influence of shopping orientation, online trust, and purchase experience on online buying interest : case study on Bukalapak consumers in Tulungagung district

MONOGRAPH OF

THE INFLUENCE OF SHOPPING ORIENTATION,
ONLINE TRUST, AND PURCHASE EXPERIENCE

ON ONLINE BUYING INTEREST
(Case Study on Bukalapak Consumers in

Tulungagung District)
MARLENA, SE, M.M.
FERDIAN ARIYASHIRA, S.AKUN

LPPM Press
Universitas Tulungagung
Jln.Ki Mangun Sarkoro Beji-Tulungagung
email : [email protected]

MARLENA, SE, M.M.
FERDIAN ARIYASHIRA, S.AKUN

MONOGRAPH OF

THE INFLUENCE OF SHOPPING ORIENTATION, ONLINE
TRUST, AND PURCHASE EXPERIENCE ON ONLINE
BUYING INTEREST

(CASE STUDY ON BUKALAPAK CONSUMERS IN
TULUNGAGUNG DISTRICT)

In the world of e-commerce we will find a lot of sellers who present
goods with original brands. Vendors sometimes sell counterfeit goods
with well-known brands. Some of these counterfeit products are of
good quality at high prices and some are of ordinary quality at
relatively low prices with a look that looks like the original brand, so
that customers sometimes think that the item is an original item. For
this reason, in conducting online transactions, trust is needed
between buyers and sellers.

LPPM Press
Universitas Tulungagung
Jln.Ki Mangun Sarkoro Beji-Tulungagung
email : [email protected]

MONOGRAPH

THE INFLUENCE OF SHOPPING ORIENTATION, ONLINE TRUST,
AND PURCHASE EXPERIENCE ON ONLINE BUYING INTEREST

(Case Study on Bukalapak Consumers in Tulungagung District)

Penulis :
Marlena, SE, M.M.
Ferdian Ariyashira, S.Akun.

Penerbit

LPPM PRESS UNIVERSITAS TULUNGAGUNG

i

MONOGRAPH

THE INFLUENCE OF SHOPPING ORIENTATION, ONLINE TRUST,
AND PURCHASE EXPERIENCE ON ONLINE BUYING INTEREST

(Case Study on Bukalapak Consumers in Tulungagung District)

Copyright © Marlena, Ferdian Ariyashira 2021
Hak cipta dilindungi undang- undang

All right reserved

Desain Cover : Lutfan Anas Zahir
Layouter : Asep Setiawan
PenyelarasAkhir : Annisa Rasyid
V + 55 halaman : (15.5cm x 23 cm)
Cetakan Pertama : Desember 2021

ISBN : 978-623-94293-4-8

Diterbitkan oleh :
LPPM PRESS UNIVERSITAS TULUNGAGUNG
Jln. Ki Mangun Sarkoro Beji - Tulungagung
Telp : 082231778978
Email : [email protected]
Website : http://www.unita.ac.id

ii

FOREWORD

Thank God we pray to the presence of Allah SWT who
has bestowed strength, opportunity and protection to the
author, so that the monograph book with the title
"The Influence Of Shopping Orientation, Online Trust, And
Purchase Experience On Online Buying Interest (Case Study on
Bukalapak Consumers in Tulungagung District)". In the world
of e-commerce, it is often found that sellers present goods
with original brands. The sellers sometimes sell counterfeit
goods with well-known brands that have good quality at
high prices and there are also those who sell ordinary
quality at relatively low prices with an appearance that looks
like they are genuine, so that customers sometimes think
that the goods are original. For this reason, online
transactions require trust between buyers and sellers.

The authors would like to express their gratitude to
fellow educators, LPPM friends, students of the Faculty of
Economics, Accounting Study Program especially Ferdian
Ariyashira, as well as family who have all been very
supportive of the author in completing this book.

The author feels that this book is far from perfect,
therefore criticism and suggestions from all parties for the
sake of this book are highly expected.

Hopefully the results of this writing can provide
benefits to readers and all parties who need it.

Writer

iii

TABLE OF CONTENTS

COVER............................................................................................................................ i
FOREWORD ................................................................................................................. iii
TABLE OF CONTENTS............................................................................................... iv
LIST OF TABLES ......................................................................................................... v
SUMMARY..................................................................................................................... vi
CHAPTER I INTRODUCTION .................................................................................. 1
1.1 Background of the problem................................................................... 1
1.2 Formulation of the problem.................................................................. 4
1.3 Research purposes .................................................................................... 4
1.4 Benefits of research .................................................................................. 5

CHAPTER II LITERATURE REVIEW ..................................................................... 6
2.1 Previous Research ..................................................................................... 6
2.2 Understanding Buying Interest ........................................................... 7
2.3 Buying Interest Dimension.................................................................... 8
2.4 Shopping Orientation............................................................................... 9
2.5 Shopping Orientation Dimension ....................................................... 10
2.6 Trust ................................................................................................................ 11
2.7 Dimensions of Trust.................................................................................. 11
2.8 Purchase Experience ................................................................................ 12

CHAPTER III RESEARCH METHODS .................................................................... 13
3.1 Research Methods and Design ............................................................. 13
3.2 Population ..................................................................................................... 13
3.3 Sample............................................................................................................. 14
3.4 Data collection technique....................................................................... 15
3.5 Research Instruments.............................................................................. 15
3.6 Variables and Operational Definitions ............................................. 16
3.7 Data analysis technique .......................................................................... 17
3.8 Descriptive Analysis ................................................................................. 18
3.9 Hypothesis test ........................................................................................... 20

CHAPTER IV RESEARCH RESULT ......................................................................... 22
4.1 Tulungagung District Overview........................................................... 22
4.2 Description of Respondents Characteristics.................................. 24
4.3 Variable Category Description ............................................................. 26
4.4 Description of Research Variables ..................................................... 30
4.5 Validity and Reliability Test .................................................................. 37
4.6 Prerequisite Test ....................................................................................... 40
4.7 Hypothesis test ........................................................................................... 43
4.8 Discussion ..................................................................................................... 48

CHAPTER V CONCLUSIONS AND SUGGESTIONS ............................................. 51
5.1 Conclusion..................................................................................................... 51
5.2 Suggestion ..................................................................................................... 52
REFERENCES................................................................................................................ 55

iv

LIST OF TABLES

Table 3.1 : Research Questionnaire Grid
Table 3.2 : Research Instrument Rating Scale
Table 4.1 : Total Population of Tulungagung Based on

District Level
Table 4.2 : Respondents by Age
Table 4.3 : Respondents by Gender
Table 4.4 : Respondents by Occupation
Table 4.5 : Respondents Based on Income
Table 4.6 : Categorization of Shopping Orientation Variables
Table 4.7 : Online Trust Variable Categorization
Table 4.8 : Categorization of Purchase Experience Variables
Table 4.9 : Categorization of Buying Interest Variables
Table 4.10 : Description of Respondents' Answers Regarding

Shopping Orientation
Table 4.11 : Description of Respondents' Answers Regarding

Democratic
Table 4.12 : Respondents' Answers Regarding

Purchase Experience
Table 4.13 : Description of Respondents' Answers Regarding

Buying Interest
Table 4.14 : Validity test
Table 4.15 : Reliability Test Results
Table 4.16 : Normality Test Results
Table 4.17 : Multicollinearity Test
Table 4.18 : Heteroscedasticity Test Results
Table 4.19 : Multiple Linear Regression Results
Table 4.20 : ANOVA Simultaneous Test Results
Table 4.21 : Coefficient of Determination

v

SUMMARY

In the world of e-commerce we will find a lot of sellers who
present goods with original brands. Vendors sometimes sell
counterfeit goods with well-known brands. Some of these
counterfeit products are of good quality at high prices and some
are of ordinary quality at relatively low prices with a look that
looks like the original brand, so that customers sometimes think
that the item is an original item. For this reason, in conducting
online transactions, trust is needed between buyers and sellers.

The objectives of the study are the impact of shopping
direction on consumers' interest in online purchases, the impact
of online trust on consumers' interest in online purchases, the
impact of shopping experiences on consumers' interest in online
purchases, and it was to determine the impact of shopping
direction. Online trust, decision making and buying experience
based on consumers' willingness to buy online.

The object of research is consumers at Bukalapak online
store in the Tulungagung District. This research is a quantitative
research with survey method. The analytical tool used is Multiple
Linear Regression.

The results show the positive impact of purchase-oriented
variables on online buying interests. The partial test result
(tcount) showed a tcount of 2,384 and a significance of 0,000. In
other words, the better the purchase orientation, the more
interested the respondents will be in purchasing with the Bukara
Pack.

There is a positive impact of online trust variables on online
buying interests. The results of the partial test (tcount) obtained
the tcount value of 4.488 with a significance of 0.000, this means
that the higher the trust, the higher the buying interest felt by
respondents at Bukalapak. There is a positive effect of the
purchase experience variable on online buying interest. The
results of the partial test (tcount) obtained the tcount value of
8.308 with a significance of 0.000. This means that the better the
buying experience, the higher the buying interest felt by
respondents at Bukalapak. Fcount value of 91.331 > Ftable of 2.67
with a significance value of 0.000 (0.000 <0.05), this means that
shopping orientation, online trust, and purchase experience
simultaneously have a positive and significant effect on buying

vi

interest. From the adjusted R2 value of 0.731 or 73.1%, this shows
that 73.1% of buying interest variables can be explained by
shopping orientation variables, online trust, and purchasing
experience. The remaining 26.9% is explained by other variables
not included in the research model. 0.05), this means that
shopping orientation, online trust, and purchasing experience
simultaneously have a positive and significant effect on buying
interest. An adjusted R2 value of 0.731 or 73.1% indicates that
73.1% of purchase interest variables can be explained by
purchase-oriented variables, online trust, and purchase
experience. The remaining 26.9% is explained by other variables
not included in the study model. 0.05), which means that shopping
direction, online trust, and shopping experience have a positive
and significant impact on your interest in buying at the same time.
An adjusted R2 value of 0.731 or 73.1% indicates that 73.1% of
purchase interest variables can be explained by purchase-oriented
variables, online trust, and purchase experience. The remaining
26.9% is explained by other variables not included in the study
model.
Keywords : Buying Interest, Shopping Orientation, Online Trust

and Purchase Experience

vii

CHAPTER I
INTRODUCTION

1.1 Background of the problem
With the increasing number of internet users in Indonesia, it is

a very good market for players in the e-commerce industry.
Therefore, it is not surprising that Indonesia has created large-scale
e-commerce and marketplaces with excellent capital for Indonesia's
industrial scale, such as Matahari Mall, Bukara Pak, Lazada, BuriBuri,
Tokopedia and Shoppy. In addition to the official shopping sites,
some sites use only e-commerce actor personal accounts on social
media such as Instagram, Facebook, BBM and Twitter
(Pradana2017).The presence of online trading will make it easier for
consumers to make purchases. Consumers do not need to come
directly to the store, they only need to visit the destination site and
determine the goods/services they need. In addition, online shopping
aims to increase consumer buying interest which is supported by
advanced technology so that it can attract the attention of consumers
both from the image, color, sound, shape, service and availability
sought which ultimately provoke consumer interest in buying
products/services from the online site.(Hidayat, Suryantoro, and
Wiratama 2017)

Individual buying interest can be used to determine the
strength of an individual's interest in making a specific purchase.
Online purchase intention is a situation when a customer is willing
and interested to engage in online transactions. Interest is a high

1

tendency of the heart towards something that arises because of a
need, which is felt or not felt or a desire for certain things. Interest
can be interpreted as a tendency to be interested or compelled to pay
attention to someone, something, goods or activities in certain
fields.(Marlena, Megawati 2020)

Buying interest arises due to several factors, one of the factors
that can influence the emergence of buying interest is shopping
orientation. Shopping orientation is a general influence for shopping
activities. This influence is manifested in the form of information
seeking, evaluation of alternatives, to product selection. Shopping
orientation is believed to be part of a consumer's lifestyle that comes
from their activities, interests, and opinions about shopping activities
themselves.(Anwar and Adidarma 2016)

according to(Wong et al. 2012)Shopping orientation has seven
dimensions including shopping enjoyment which is an individual's
pleasure when doing shopping, brand/fashion consciousness which
is an individual awareness of a brand or fashion fashion, price
consciousness which is an individual awareness of product prices,
shopping confidence which is an individual's belief in his shopping
ability, Convinience/time consciousness which is an individual's
awareness of time and convenience when shopping, in-home
shopping tendency which is an individual's tendency to make
purchases at home, brand/store loyalty which is an individual's
loyalty to brands and stores when doing shopping activities.

In the world of e-commerce we will find a lot of sellers, not all
sellers present goods with original brands. Vendors sometimes sell
counterfeit goods with well-known brands. There are counterfeit
products that have good quality at high prices and there are also
those that sell ordinary quality at relatively low prices with a look

2

that looks like the original brand, so that customers sometimes think
that the item is an original item. For this reason, in conducting online
transactions, trust is needed between buyers and sellers.

Trust is a strong foundation to determine the success or failure
of e-commerce in the future. When someone wants to make
transactions online, the main thing to pay attention to is the
reputation of the online store available at Bukalapak, whether it can
be trusted or not, this can be done by checking the testimonials of
buyers who have shopped on the site.

Not only shopping orientation and trust factors that can affect
online buying interest, sometimes previous consumer experiences
also affect online buying interest because previous experiences will
greatly affect future behavior. In the context of online purchasing,
customers evaluate their online purchasing experience in terms of
perceptions regarding product information, forms of payment,
delivery terms, services offered, risks involved, privacy, security,
personalization, visual appeal, navigation, entertainment and
enjoyment.(Irmawati 2011)

Customers with a strong online purchase interest on online
shopping sites usually have previous buying experiences that help in
reducing their uncertainty. Customers will only buy products online
after having previous experience compared to those who have not
had such experience.(Romla and Ratnawati 2018)

1.2 Formulation of the problem
The problem is formulated as follows:

1. Does shopping orientation affect consumer buying interest
online?

2. Does online trust affect consumer buying interest online?

3

3. Does the buying experience affect consumers' buying interest
online?

4. Do shopping orientation, online trust and previous buying
experience affect consumers' buying interest online?

1.3 Research purposes
The purpose of this study is to identify:

1. The effect of shopping orientation on consumer buying interest
online.

2. The influence of online trust on consumer buying interest online.
3. The effect of purchasing experience on consumer buying interest

online.
4. The effect of shopping orientation, online trust, and purchase

experience on consumer buying interest online.

1.4 Benefits of research
For researchers, this research is useful as a deepening of

knowledge about e-commerce and hopes to contribute ideas for
online shop parties about e-commerce in an effort to increase
consumer buying interest by paying attention to shopping
orientation factors, online trust, and purchasing experience.

Especially for Tulungagung University, this research can be
used as an additional library treasury. Then for other researchers,
the results of this study can be used as a source of information to
increase knowledge and as additional reference material to conduct
scientific research on the same topic.

4

CHAPTER II
LITERATURE REVIEW

2.1 Previous Research
In this study using several references to previous research as

follows:
(Iralisa, Rizal, and Rusman 2017)with the title "The Effect of

MarketingMix (Product, Price, Location and Promotion) on Customer
Loyalty of Dunkin Donuts Bandar Lampung", is a descriptive
verification study with an expost facto and survey approach. The
analytical tool used is multiple linear regression with product, price,
location and promotion variables, and customer loyalty. The results
of research conducted on 126 respondents showed that shopping
orientation, online trust, and prior online purchase had a significant
influence on online purchase intention either simultaneously or
partially.

(Rahmadhanty and Jumhur 2021)entitled "The Influence of
Products, Distribution and Digital Marketing on Interest in Buying
Korean Pop Music Albums". Quantitative research with causal studies
using Multiple Linear Regression analysis tools. Product research
variables, distribution, digital marketing, and buying interest. Brand
orientation, trust in buying online and experience in buying online in
the past have a positive influence on online buying interest either
simultaneously or partially. The magnitude of the influence; trust is
9.1%, buying experience is 27.9% and shopping orientation is 17%.

5

(Anggriani 2017)in his research entitled "The influence of the
7P marketing mix on customer interest". This type of quantitative
descriptive research. Eviews analysis tool version 9. Marketing mix
research variables 7P and Customer Interests. Research shows the
influence of brand shopping orientation, trust in buying online and
experience in buying online in the past on online buying interest
simultaneously explaining that there are two variables that have a
positive effect and there is one variable that has a negative effect on
online buying interest. Two variables that have a positive effect are
trust in buying online and experience in buying online.

2.2 Understanding Buying Interest
Buying interest according to(Kotler 2018)is something that

arises after receiving a stimulus from the product he sees, from there
arises an interest to buy in order to have it. Consumer buying interest
will arise automatically if consumers feel interested or give a positive
response to what is offered by the seller. Buying interest is also a
consumer's self-instruction to make a purchase of a product, plan,
take relevant actions such as proposing, recommending, choosing
and finally making a decision to make a purchase.(Simamora 2010)

Behavior of interest to buy is the result of the evaluation
process of the brand. The final stages of complex decision making
include buying the desired brand, evaluating the brand as it is
consumed and storing this information for future use.(Tjiptono and
Diana 2020). Buying interest is part of the buying decision process
from consumers, where the process begins with the introduction of
needs, information search, evaluation of alternatives, purchase

6

decisions, post-purchase behavior. In the evaluation stage,
consumers determine brand ratings and form purchase intentions. In
general, the consumer's purchase decision is to buy the most
preferred brand, but two factors can lie between purchase intention
and purchase decision. The two factors that shape consumer buying
interest are as follows(Sahir et al. 2021).
a. The attitude of others, the extent to which other people's attitudes

reduce a person's preferred alternative will depend on two things,
namely, the intensity of the other person's negative nature
towards the consumer's preferred alternative and the consumer's
motivation to comply with the wishes of others.
b. Unanticipated situational factors, these factors will later be able to
change the attitude of consumers in making purchases. It depends
on the consumer's own thoughts, whether he is confident in
deciding whether to buy an item or not.

2.3 Buying Interest Dimension
according to(Arief and Millanyani 2015) buying interest can be

identified through the following indicators.
a. Transactional interest, namely a person's tendency to buy a

product.
b. Referential interest, namely the tendency of a person to refer

products to others.
c. Preferential interest, which is an interest that describes the

behavior of someone who has a primary preference for the
product. This preference can only be overridden if something
happens to the product of its preference.

7

d. Explorative interest, this interest describes the behavior of
someone who is always looking for information about the product
he is interested in and looking for information to support the
positive properties of the product.
according to(Setiadi and SE 2019)Buying behavior through

internet media (online shopping) is the process of buying products or
services through internet media. The uniqueness of the buying
process through the internet is when potential consumers use the
internet and search for information related to the goods or services
they need. More fully, buying behavior through the internet is the
consumer's action from starting to visit the online store in question,
making orders to buy products or services, and agreeing contracts to
receive and use services through internet media. The advantage of
buying online is that consumers are free to choose and compare the
goods offered by sellers in online stores. This allows the buyer will by
getting the right item,

Meanwhile, in terms of losses, it concerns the security aspect,
buyer knowledge, and the availability of internet infrastructure. And
the honesty of the seller in the online store. The development of
security technology in online stores will make small losses incurred
when transacting via internet media.(Widyantari and Wirasila 2019)

2.4 Shopping Orientation
The emergence of online shopping activities, has an impact on

online shopping behavior itself, consumers may differ in terms of
their shopping orientation. Stone in Kusuma and(Kusuma and
Septarini 2013), describes the concept of shopping orientation as a

8

shopping lifestyle or shopping style that places emphasis on
shopping activities.

(Parhusip and Lubis 2020) describes shopping orientation as
something complex and has multidimensional phenomena (motives,
needs, interests, economic conditions, and social class) and
dimensions of market behavior (choice of information sources, role
models, and store attributes).

2.5 Shopping Orientation Dimension
deep seock(Kusuma and Septarini 2013) states that shopping

orientation has seven dimensions, namely:
a. Great shopping enjoyment is an individual pleasure when doing

shopping.
b. Brand/fashion consciousness that is an individual's awareness of

the price of a brand or fashion.
c. Price consciousness that is an individual's awareness of the price

of the product.
d. Great shopping confidence is an individual's belief in his shopping

ability.
e. Convinience/time consciuosness which is an individual's

awareness of time and convenience when shopping.
f. In-home shopping tendency yang is the tendency of individuals to

make purchases by not leaving the house.
g. Brand/store loyalty that is an individual's loyalty to brands and

stores when doing shopping activities.

9

2.6 Trust
according to(Baskara and Hariyadi 2014), a very important

factor that can influence buying interest which can then trigger
online purchasing decisions by consumers is the trust factor. The
trust factor is a key factor in every online buying and selling
transaction. Only customers who have trust will go through
transactions via the internet.

(Rizanata 2014) defines trust as the willingness of consumers
to accept vulnerabilities in conducting online transactions based on
positive expectations about their online shopping behavior in the
future.

2.7 Dimensions of Trust
(Rizanata 2014)dimensions of trust include security, privacy

and reliability. These three factors can be explained as follows:
a. Security is defined as the degree to which customers believe that

buying and selling online is safe for them to transmit information
sensitive to business transactions. Security plays an important
role in influencing attitudes and buying interest because it is
considered to have a risk of transmitting information such as
credit card numbers and others.
b. Privacy is defined as maintaining all consumer behavior during
transactions which are then related to the performance of online
stores.
c. The reliability of the company can affect consumer confidence. In
the web-shopping environment most consumers perceive that
large companies have a better ability to increase their online trust.
It is also proposed that a company with a positive reputation
increases consumer confidence.

10

2.8 Purchase Experience
(Final 2014)suggests that the individual's response to

considering something is based on three aspects, namely the sum of
the individual's past experiences, the background context, and the
stimulus. Web-shopping is a relatively new activity for various
consumers, online purchases are still considered riskier than in-
person purchases. Therefore, web-shopping consumers will rely
heavily on the quality of the experience where the quality of the
experience can be obtained only through previous buying
experiences(Muqorobin and Saputro 2021).

Purchase Experience Dimensions By(Zuharroh 2020) The
determinants of the online buying experience consist of four factors:
a. Experienced in online shopping
b. Feeling competent when shopping online
c. Feel comfortable when using web shopping
d. Feel that the online site is easy to use

11

CHAPTER III
RESEARCH METHODS

Researchers choose consumer objects who have shopped on
Bukalapak online site in Tulungagung District by paying attention to
shopping orientation factors, online trust, buying experience, and
buying interest.

3.1 Research Methods and Design
This research is included in quantitative research with survey

method. Survey research is research that takes a sample from one
population and uses a questionnaire as the main data collection
tool(Effendi nd). The survey method carried out focuses on collecting
data from respondents who have certain information so as to enable
researchers to solve problems. Based on the level of explanation, this
research is classified as causal or relationship associative research,
namely research to determine cause and effect. The relationship or
influence of the independent variable (X) on the dependent variable
(Y)(D. Sugiyono 2013).

3.2 Population
Population by(S. Sugiyono 2010), is a generalization area

consisting of objects/subjects that have certain qualities and
characteristics determined by the researcher to be studied and then
draw conclusions. The population in this study are people who live in
Tulungagung Regency who know about online stores, especially the
Bukalapak site. The number of population in this study is not known
with certainty.

12

3.3 Sample
according to(Prsetyo and Jannah 2019), the sample is part or

representative of the population that has the same characteristics
and characteristics and meets the population that has the same
characteristics and characteristics and meets the population under
investigation. The technique used in this research is purposive
sampling. Purposive sampling is included in the non-probability
sampling method (Sugiyono, 2011) which means it is a sampling
technique; with certain considerations. The sample in this study is
that users have shopped on the Bukalapak site. Tulungagung sub-
district was chosen because the population is in the large category.
The total population in the Tulungagung sub-district is 66,321 people
consisting of 32,204 women and 34,117 men.(BPS Kabupaten
Tulungagung nd). Because of these factors, Tulungagung District is
considered and able to represent Tulungagung Regency. The number
of samples set is 148 samples. This is in accordance with the
recommendations of(Suliyanto and MM 2017) which recommends
the number of samples of observation data at least 5 times the
parameters to be estimated or at least 100.

In this study, there were 21 question items from the
dependent and independent indicators used so the minimum sample
to be taken was 5 x 21 = 105 samples.

3.4 Data collection technique
In this study the authors used the following data collection

techniques:
1. Questionnaire (Questionnaire) is a data collection technique by

making lists of questions (questionnaires) that are submitted to
respondents in order to obtain data about the object of research.

13

2. Interview (Interview) is a data collection technique in which the
author conducts direct interviews with parties related to this
research.

3.5 Research Instruments

Is a tool used to measure natural and social phenomena that

are observed and specifically all these phenomena are called

research variables. The instrument or measuring instrument in this

study was in the form of a questionnaire containing questions. The

preparation of the questionnaire is based on the theoretical

construction that has been prepared previously. Then on the

theoretical basis it is developed in indicators and further developed

in question points. This instrument was prepared using a Likert

Scale.(D. Sugiyono 2013)

The questionnaire grid in this study is as follows:

Table 3.1: Research Questionnaire Grid

Variable Indicator No Item
Shopping 1. Shopping Enjoy 1, 2, 3, 4, 5,
Orientation 2. Brand/Fashion Consciousness 6, 7, 8, 9
3. Price Consciousness
Trust 4. Shopping Confidence 10, 11, 12,
5. Convinience/Time Consciousness 13
Purchase 6. In-Home Shopping Tendency 14, 15, 16,
Experience 7. Brand/Store Loyalty 17
1. Security
Buying 2. Privacy 18, 19, 20,
Interest 3. Reliability 21
1. Experience in online shopping
2. Competent when shopping online 14
3. Convenience when using web

shopping
4. Experience the convenience of online

sites
1. Transactional interest
2. Referral interest
3. Preferential interest
4. exploratory interest

The indicators of shopping orientation, trust, experience, and

buying interest are measured using a Likert scale which has five

levels of preference, each of which has a score of 1 - 5 with the

following details:

Table 3.2: Research Instrument Rating Scale

Score Information

1 Strongly Disagree (STS)

2 Disagree (TS)

3 Disagree (KS)

4 Agree (S)

5 Strongly Agree (SS)

3.6 Variables and Operational Definitions
1. Free Variable (independent)
As the independent variables (independent) in this study
include; shopping orientation (X1), trust (X2), and
purchase experience (X3).
2. Bound Variable (dependent)
As the dependent variable (dependent) is consumer
buying interest (Y).

3.7 Data analysis technique
a. Validity test
Validity is used to determine the similarities between
the data collected and the data that actually occurred in
the project under study, so that valid data can be obtained.
The instrument is said to be valid if it is able to measure
what should be measured and is able to reveal the data
under study appropriately. In this study the validity of the
construction (construct validity) with the product moment
correlation technique, with the following formula:

15

= ∑ − ∑ ∑

∑ − ∑ ∑ − ∑

Information:
rxy : Correlation coefficient
n : Number of Respondents
X : Value Per Item
Y : Total value Questionnaire for Each Respondent

b. Reliability Test
To measure the reliability of internal consistency, the

researcher used the Cronbach alpha formula. A variable is
considered reliable if the alpha value is above 0.6. The
formula is as follows:

∑
= − 1 1 −

Information :
r11 : Instrument Reliability
K : Number of Questions
∑ : Number of Item Variance
∑ : Total Variance

3.8 Descriptive Analysis

The point is to analyze the data one by one based on the

respondents' answers which were collected based on the

questionnaires that have been filled out by the respondents during

the research. The description of the data presented includes the

Mean (M), Median (Me), Mode (Mo), and Standard Deviation (SD).

There are three things presented in the descriptive analysis which

include:

a. Analysis of the characteristics of the respondents consisting of

age, gender, occupation, and income.

16

b. This data is then processed using statistical description analysis
so that the maximum value, minimum value, Mean (Me) value, and
Standard Deviation (SD) are obtained.

c. This analysis also describes the respondents' answers to the
questionnaires submitted. In this section, the compiler will
analyze the data one by one based on the respondents' answers
which were compiled based on a questionnaire that has been
filled out by the respondents during the research.

a. Data Normality Test
The normality test is needed because it is used to test other

variables by assuming that the residual value follows a normal
distribution. If this assumption is violated, the statistical test
becomes invalid and parametric statistics cannot be used.
b. Linearity Test

Usually used as a prerequisite in correlation analysis or linear
regression. Testing on SPSS using a test of linearity with a
significance level of 0.05. Two variables are said to have a linear
relationship if the significance is more than 0.05.

c. Multicollinearity Test
To test whether the regression model found a correlation

between the independent variables (independent). Because a good
regression model should not occur correlation between independent
variables. Statistical identification to show the presence or absence of
multicollinearity symptoms can be done by looking at the VIF
(Variance Inflation Factor) value. Symptoms of multicollinearity do
not occur if the VIF value is not greater than 10 and the tolerance
value is more than 0.10(Ghozali 2011).

17

d. Heteroscedasticity Test
Heteroscedasticity is the residual variance in an

inhomogeneous model. The test to detect the presence of
heteroscedasticity symptoms was carried out by the Glejer test. A
good regression model is one that meets the requirements of
homoscedasticity or does not occur heteroscedasticity. The model is
declared not to have heteroskedastisity if the probability is greater
than the 5% significance level.

e. Multiple Linear Regression Analysis
The regression equation in this study can be explained as

follows:
Y = + 1 X1 + 2 X2 + 3 X3 + e

Information :
Y : Buying Interest
e : Standard error

: Constant
1, 2, 3 : Regression coefficients X1, X2, and X3
X1 : Shopping Orientation
X2 : Trust
X3 : Purchase Experience

3.9 Hypothesis test
a. T Test

This decision is made based on the comparison of the
predetermined significance value, which is 5% (α = 0.05). If the
significance of tcount is greater than then Ho is accepted, meaning
that the variable has no effect on the dependent variable. Meanwhile,
if the significance is smaller than then Ho is rejected, which means
that the independent variable affects the dependent variable.

18

b. F Test
Indicates whether all the independent variables included in

the model have a joint effect on the dependent variable. This
decision-making is based on a comparison of the Fcount value by
looking at the level of significance, then comparing it with a
predetermined significance level (5% or 0.05). With a certain degree
of confidence, if FcountFtable then Ho is rejected, whereas if
FcountFtable then Ho is accepted.
c. Coefficient of Determination Test (R 2)

The goal is to measure how far the model's ability to explain
the variation of the dependent variable. The value of the coefficient of
determination is between zero and 1. A small value of R2 means that
the ability to explain the independent variables in explaining the
dependent variable is very limited. While a value close to one means
that the independent variables provide almost all the information
needed to predict the variation of the dependent variable.

19

CHAPTER IV
RESEARCH RESULTS AND DISCUSSION

4.1 Tulungagung District Overview
Tulungagung District is one of the sub-districts located in

the center of Tulungagung Regency. The area of Tulungagung
District is 13.67 Km2, with the northern boundary being
Kedungwaru District, East Kedungwaru District, South Boyolangu
District and Gondang District and in the west bordering Kauman
District and Gondang District.

Of all the sub-districts in Tulungagung District which has
the widest area is Kepatihan Village with an area of 1.91 Km2 and
which has the narrowest area is Kauman Village with an area of
0.13 Km2. According to its status, 14 Kelurahans in this sub-
district have the status of kelurahan. However, when viewed from
its use, most of this area is a yard and building covering an area of
699.72 Ha, while for rice fields it is 561.89 Ha which uses a
technical, semi-technical and simple irrigation system. While the
area used for fields and fields is 26.00 ha. The Tulungagung
District Office is located at Jalan Pangeran Diponegoro No. 40,
Tamanan, Kec. Tulungagung, Kab. Tulungagung, East Java 66217
with telephone number (0355) 321820.

22

Table 4.1 : Total Population of Tulungagung by District Level

District 2018 2019 2020
22.294 22.304
Pucanglaban 22.282 24.917 25.057
30.658 30.680
Tanggunggunung 24.777 35.439 35.555
39.767 39.784
Pagerwojo 30.658 43.694 43.788
44.506 44.574
Bewsuki 35.439 49.980 49.998
51.043 51.322
Karangrejo 39.747 54.611 54.589
56.430 56.814
Bandung 43.595 58.186 58.600
64.497 64.499
Sendang 44.433 66.300 66.321
67.820 68.170
Kauman 49.957 74.202 74.527
79.462 79.844
Pakel 50.761 83.980 84.708
91.498 92.048
Gondang 54.625
1.039.284,00 1.043.182,00
Ngantru 56.042

Campurdarat 57.768

Kalidawir 64.489

Tulungagung 66.268

Sumbergempol 67.462

Rejotangan 73.870

Ngunut 79.072

Boyolangu 83.247

Kedungwaru 90.942

Total 1.035.290,00

Source: Secondary Data, 2021

Based on the table above, it can be explained that the
population of Tulungagung Regency from 2018 to 2020 continues
to increase. And looking at the population based on the sub-
district level, the largest population is Kedungwaru District of
92,048 people, while the smallest is Pucanglaban District as many
as 22,304 people, while for Tulungagung District as many as
66,321 people.

Considering Tulungagung Sub-district as the city center of
Tulungagung Regency, the number of residents greatly influences
the level of public consumption. And in carrying out current
consumption activities, it can be done directly, meaning that
consumers go directly to sellers or online, one of which is
Bukalapak.

23

4.2 Description of Respondents Characteristics

Using a quantitative approach, namely an approach that
uses data in the form of numbers in statistical analysis. This
research was conducted in Tulungagung District from April to
May 2021 with 148 respondents. The sampling technique is
purposive sampling or sampling based on certain characteristics.
The descriptive analysis in this study includes: an analysis of the
characteristics of some residents in Tulungagung District who
have shopped at the Bukalapak site. Descriptive statistical
analysis consisting of: maximum, minimum, mean, and standard
deviation values, as well as categorization of respondents'
answers.
a. Characteristics of Respondents Based on Age

Age Description of the characteristics of respondents based
on age is presented in the following table:
Table 4.2 : Respondents by Age

Age Total In %

< 20 years 29 27.6

20 – 25 years 47 44.8

> 25 years 29 27.6

Total 100 100

Ssource: Primary Data, Processed, 2021

Table 4.2 above shows that respondents aged < 20 years

were 29 people (27.6%), respondents aged 20-25 years were 47

people (44.8%), respondents > 25 years were 29 people (27.6%) .

24

b. Gender
Description of the characteristics of respondents by gender

is presented in the following table:
Table 4.3 : Respondents by Gender

Gender Total In %

Man 48 45.7
54.3
Woman 57 100

Total 105

Ssource: Primary Data, Processed, 2021

Table 4.3 shows that there are 48 male respondents

(45.7%) and 57 female respondents (54.3%). This shows that the

majority of respondents are female as many as 57 people (54.3%).

c. Work

The description of the characteristics of respondents by

occupation is presented in the following table:

Table 4.4 : Respondents Based on Occupation

Age Amount In %

Student/Student 34 32.4
26.7
Private sector employee 28 21.0
20.0
civil servant 22 100

Entrepreneur 21

Total 105

Ssource: Primary Data, Processed, 2021

Table 4.4 shows that respondents have the status as
students as many as 34 people (32.4%), Private Employees as
many as 28 people (26.7%), PNS as many as 22 people (21.0%),
Entrepreneurs as many as 21 people (20, 0%). This shows that the
majority of respondents are students/students as many as 34
people (32.4%).

25

d. Income
Description of the characteristics of respondents based on

income is presented in table 4.5 below:
Table 4.5: Characteristics of Respondents Based on Income

Income Total In %

< IDR 2,000,000 37 35.2
IDR 2,000,000 – IDR 4,000,000 43 41.0
25 23.8
> IDR 4,000,000 105 100.0
Total

Source: Primary data, processed, 2021

Table 4.5 shows that 37 people (35.2%) earn less than IDR
2,000,000, 43 people (41.0%) earn more than IDR 4,000,000 and
25 have income between IDR 2,000,000 - IDR 4,000,000. people
(23.8%).

4.3 Variable Category Description
The description of the variable category describes the

influence of shopping orientation, online trust, buying experience,
and buying interest. The research data were then categorized into
three groups, namely high, medium, and low. The results of the
categorization are presented as follows:
a. Shopping Orientation

The results of descriptive analysis on the shopping
orientation variable obtained a minimum value of 16; maximum
value of 45; the mean of 36.61; and standard deviation of 5.474.
Furthermore, the variables were categorized using the mean score
(M) and the standard deviation (SD). The number of questions for
product attribute variables consists of 9 questions, each of which

26

has a score of 1, 2, 3, 4 and 5. Categorization for product attribute

variables is presented in the following table:

Table 4.6: Categorization of Shopping Orientation Variables

Category Interval Frequency Score Percentage
14.9
X Height 42.08 22 68.9
16.2
Medium 31.14 X < 42.08 102 100

Low X < 31.14 24

Amount 148

Source: Primary data, processed, 2021

Table 4.6 shows that the respondents who gave an
assessment of the shopping orientation variable were in the high
category, namely as many as 22 people (14.9%), respondents who
gave an assessment of the shopping orientation variable were in
the medium category as many as 102 people (68.9%), and
respondents who gave an assessment of the shopping orientation
variable were included in the low category as many as 24 people
(16.2%). This shows that the shopping orientation variable is
perceived quite well by most of the respondents.

b. Online Trust
The results of descriptive analysis on the online trust

variable obtained a minimum value of 5; maximum value of 20;
the mean of 13.19; and the standard deviation of 2,931.
Furthermore, the variables were categorized using the mean score
(M) and the 50 standard deviation (SD). The number of questions
for product attribute variables consists of 4 questions, each of
which has a score of 1, 2, 3, 4 and 5. Categorization for product
attribute variables is presented in the following table:

27

Table 4.7: Categorization of Online Trust Variables

Category Interval Frequency Percentage

Score 13.5
73.6
X Height 16.12 20 12.8
100
Medium 10.26 X < 16.21 109

Low X < 10.26 19

Amount 148

Source: Primary Data, Processed, 2021

Table 4.7 shows that the respondents who gave an
assessment of the online trust variable were in the high category
as many as 20 people (13.5%), the respondents who gave an
assessment of the online trust variable were in the medium
category as many as 109 people (73.6%), and respondents who
gave an assessment of the online trust variable were in the low
category as many as 19 people (12.8%). This shows that the
online trust variable is perceived quite well by most of the
respondents.

c. Purchase Experience
The results of descriptive analysis on the online trust

variable obtained a minimum value of 7; maximum value of 20;
the mean of 15.84; and a standard deviation of 3,091.
Furthermore, the variables were categorized using the mean score
(M) and the standard deviation (SD). The number of questions for
product attribute variables consists of 4 questions, each of which
has a score of 1, 2, 3, 4 and 5.
Categorization for product attribute variables is presented in table
4.8 as follows:

28

Table 4.8: Categorization of Purchase Experience Variables

Category Interval Frequency Percentage

Score 29.7
57.4
X Height 18.93 44 12.8
100
Medium 12.75 X < 18.93 85

Low X < 12.75 19

Amount 148

Source: Primary Data, Processed, 2021

Table 4.8 shows that respondents who gave an assessment
of the purchasing experience variable were in the high category,
namely 44 people (29.7%), respondents who gave an assessment
of the purchasing experience variable were in the medium
category, namely 85 people (57.4%), and respondents who gave
an assessment of the purchasing experience variable were
included in the low category as many as 19 people (12.8%).

This shows that the purchasing experience variable is
perceived as quite good by most of the respondents.

d. Buying Interest
The results of descriptive analysis on the buying interest

variable obtained a minimum value of 6; maximum value of 20;
the mean is 14.26; and a standard deviation of 3,100.
Furthermore, the variables were categorized using the mean score
(M) and standard deviation (SD). 52 The number of questions for
product attribute variables consists of 4 questions, each of which
has a score of 1, 2, 3, 4 and 5.
Categorization for product attribute variables is presented in table
4.9 as follows:

29

Table 4.9: Categorization of Buying Interest Variables

Category Interval Frequency Percentage

Score 14.2
69.6
X Height 17.36 21 16.2
100
Medium 11.16 X < 17.36 103

Low X < 11.16 24

Amount 148

Source: Primary Data, Processed, 2021

Table 4.9 shows that respondents who gave an
assessment of the buying interest variable were in the high
category as many as 21 people (14.2%), respondents who
gave an assessment of the buying interest variable were in
the medium category as many as 103 people (69.9%), and
respondents who gave an assessment of the buying interest
variable were included in the low category as many as 24
people (16.2%). This shows that the purchasing experience
variable is perceived as quite good by most of the
respondents.
4.4 Description of Research Variables

To support buying interestconsumerIn shopping on
the Bukalapak online site in Tulungagung District,
Tulungagung Regency by paying attention to shopping
orientation factors, trust, and purchasing experience can be
explained as follows:
a. Shopping Orientation

The shopping orientation variables that are likely to be
the basis for consumers to make purchases through the
Bukalapak site can be seen in table 4.10 as follows:

30

Table 4.10 : Description of Respondents' Answers

RegardingShopping Orientation

No Statement SS S N TS STS
F% F% F%
F% F% 26 24.8 00
24 22.9 1 1.0 00
1 Happy 18 17.1 61 58.1 25 23.8 1 1.0 00
Shopping 31 29.5 2 1.9 00
Online 00
39 37.1 2 1.9
2 Shop Online 27 25.7 53 50.5 31 29.5 2 1.9 00
For Following 00
Trends 25 23.8 1 1.0
1 1.0
3 Shopping 23 21.9 6 53.3 35 33.3 00
00
Online the 36 34.3 00
00
Process is Easy

4 Free Online 16 15.2 56 53.3

Shopping in

Choosing

Products

5 The Price 21 20.0 43 41.0
Offered Is Not 24 22.9 48 45.7
Expensive 30 28.6 48 45.7

6 Shop Online
When You're
Not Doing
Activities

7 Online
Shopping Can
Be Done
Anytime

8 Online 28 26.7 42 40.0
Shopping No
Need to Leave
Home

9 Will Only Shop 20 19.0 49 46.7
At One Online
Store With The
Same Brand

Source: Primary Data, Processed, 2021

From the results of table 4.10 above, it can be concluded
that consumer responses to the autocratic variables of village
officials in Boyolangu District, Tulungagung are:

31

1) In the first statement, namely Happy Shopping Online,
dominated by 61 people agree or 58.1%, 26 people or 24.8%
neutral answers, and 18 people or 17.1% strongly agree.

2) In the second statement, namely Online Shopping Because
Following Trends, dominated by 53 people or 50.5% agreeing
answers, 27 people or 25.7% strongly agreeing answers, 24
neutral answers or 22.9%, and 1 disagreeing answers or 1.0%.

3) In the third statement, shopping online is easy, dominated by
56 people agree or 53.3%, 23 people or 21.9% agree, 25 people
or 23.6% neutral.

4) In the fourth statement, namely Free Online Shopping in
Choosing Products, dominated by 56 people agree or 53.3%
answers, 31 people or 29.5% neutral answers, and 16 people
or 15.2% strongly agree answers.

5) In the fifth statement, namely the Price Offered is Not
Expensive, dominated by 43 people or 41.0% agreeing
answers, 39 people or 37.1% neutral answers, 21 people or
20% strongly agreeing answers and 2 people disagreeing or
1.9% answers.

6) In the sixth statement, namely Online Shopping When Not
Doing Activities, dominated by 48 people agree or 45.7%,
neutral answers agree 31 people or 29.5%, strongly agree 24
people or 22.9%, and 2 people disagree or 1.9 %.

7) In the seventh statement, namely Online Shopping Can Be Done
Anytime, dominated by 42 people or 40.0% agree answers, 35
people or 33.3% neutral answers, 28 people or 26.7% strongly
agree answers.

8) In the eighth statement, namely Online Shopping No Need to
Leave the House, dominated by 38 people or 44.2% strongly

32

agree answers, 37 people or 43.0% agree answers, and 11
neutral answers or 12.8%.
9) In the ninth statement, namely Will Only Shop at One Online
Store With the Same Brand, dominated by 49 people or 46.7%
agree answers, 36 people or 34.3% neutral answers, and 20
people or 19.0% strongly agree answers.

b. Online Trust

Responsiveness includes the willingness to help and

provide prompt and appropriate services to patients, with clear

information delivery. The description of respondents' responses

regarding democracy can be seen in table 4.11 below:

Table 4.11: Description of Respondents' Answers Regarding Democratic

No Statement SS S N TS STS

F % F % F % F % F%

1 Shop Online 15 14.3 58 55.2 30 28.6 2 1.9 0 0

at Bukalapak

is Safe

2 Bukalapak 11 10.5 49 46.7 44 41.9 1 1.0 0 0

Maintains

Customer

Information

3 Bukalapak 11 10.5 44 41.9 45 42.9 5 4.8 0 0

Guarantees

Buyer Privacy

4 Only Shop 13 12.4 38 36.2 48 45.7 6 5.7 0 0

Online at

Bukalapak

Source: Primary Data, Processed, 2021

Based on table 4.11 above, it can be concluded that some of
the respondents' responses to the Democratic variable are:
1) In the first statement, namely Online Shopping at Bukalapak

Safe, dominated by 58 people agree or 55.2%, strongly agree

33

15 people or 14.3%, neutral answers 30 people or 28.6% and 2
people disagree or 1.9%.
2) In the second statement, namely Bukalapak Keeping Customer
Information, dominated by 49 people agree or 46.7%, 11
people or 10.5% strongly agree, 44 people or 41.9% neutral
and 1 or 1.0% disagree.
3) In the third statement, namely Bukalapak Guarantees Buyer
Privacy, dominated by 45 people or 42.9% neutral answers, 11
people or 10.5% strongly agreeing answers, 44 people
agreeing or 41.9% answers and 5 disagreeing answers or 4.8%.
4) In the fourth statement, namely Only Online Shopping at
Bukalapak, dominated by 48 people or 45.7% neutral answers,
13 people or 12.4% strongly agreeing answers, 38 people or
36.2% agreeing answers and 6 disagreeing answers or 5.7%.

c. Purchase Experience

The description of respondents' responses regarding

Laissez Faire can be seen in table 4.12 below:

Table 4.12: Respondents' Answers RegardingPurchase Experience

No Statement SS S N TS STS
F% F%
F% F % F % 5 4.8 00

1 I have experience 6 5.7 38 36.2 56 53.3

in shopping at

Bukalapak

2 I feel competent 9 8.6 29 27.6 52 49.5 15 14.3 0 0
when shopping at
Bukalapak

3 I feel comfortable 9 8.6 4.8 45.7 40 38.1 8 7.6 0 0

shopping at

Bukalapak

4 I feel that 8 8.6 48 45.7 40 38.1 8 7.6 0 0

Bukalapak is easy

to use

Source: Primary Data, Processed, 2021

34

1) From table 4.12 above, it can be concluded that the
respondents' responses to the purchasing experience variable
at Bukalapak in the Tulungagung District are agree.

2) In the first statement, namely I have experience in shopping at
Bukalapak, dominated by 56 people or 53.3% neutral answers,
6 people or 5.7% strongly agreeing answers, 38 people
agreeing or 36.2% and 5 people disagreeing or 4.8%.

3) In the second statement, namely I feel competent when
shopping at Bukalapak, dominated by 52 people or 49.5%
neutral answers, 29 people agree or 27.6%, 9 people or 8.6%
strongly agree, and 15 or 14.3 disagree answers. %.

4) In the third statement, namely I feel comfortable shopping at
Bukalapak, dominated by 48 people agree or 45.7%, 9 people
or 8.6% strongly agree, 40 people or 38.1% neutral answers,
and 8 people disagree or 7.6%. .

5) In the fourth statement, I feel that Bukalapak is easy to use, it is
dominated by neutral answers 62 people or 59.4%, 32 people
agree or 30.5%, 8 people strongly agree or 7.6% and 3 people
disagree or 2.9%.

d. Buying Interest
Caring is related to the way the company gives genuine and

individual attention to patients. The description of respondents'
responses Concerning concern can be seen in table 4.13 below:

35

Table 4.13: Description of Respondents' Answers Regarding

Buying Interest

No Statement SS S N TS STS
F% F%
F % F%F % 8 7.6
00
1 I'm Interested in 30 28.6 41 39.0 26 24.8 00
00
Buying Products 1 1.0
00
Through the 00
00
Bukalapak Site

2 I will refer the 29 27.6 52 49.5 24 22.9

Bukalapak site to

other people who

will buy the

product

3 I will be more 29 27.9 45 42.0 30 28.6

interested in

buying on the

Bukalapak site

than other places

4 I want to try 18 17.1 61 58.1 26 24.8

buying other

products on the

Bukalapak site

Source: Primary Data, Processed, 2021

From table 4.13 above, it can be concluded that the
respondents' responses to the variable of community buying
interest in Tulungagung District using Bukalapak are:
1) From the first statement, namely I am Interested in Buying

Products Through the Bukalapak Site, dominated by 41 people
or 39.0% agreeing answers, 26 people or 24.6% neutral
answers, 30 people or 28.6% strongly agreeing answers and 8
disagreeing answers or 7.6% .
2) From the second statement, namely I Will Refer the Bukalapak
Site to Other People Who Will Buy Products, dominated by 52
people or 49.5% agree answers, 29 people strongly agree or
27.6%, and 24 people or 22.9% neutral answers.

36

3) From the third statement, namely I would be more interested
in buying on the Bukalapak site compared to other places,
dominated by 29 people or 27.6% agreeing answers, 30 neutral
answers or 28.6%, 29 people or 27.6% strongly agreeing
answers and 1 disagreeing answers. people or 1.0%.

4) From the fourth statement, namely I Want to Try Buying Other
Products on the Bukalapak Site, dominated by 61 people or
58.1% agree answers, and 26 people or 24.8% neutral
answers.

4.5 Validity and Reliability Test
To determine the accuracy and consistency of the

questionnaire used, it is done by using validity and reliability
tests.
a. Validity test

To test the validity of the questions to be asked by
comparing the value of rcount compared to rtable. A
questionnaire is said to be valid if rcount is greater than r-table
Ghozali (2006:45). with a significant level of 5% and the number
of respondents as many as 86 people, the critical number from the
r table (table r Product moment) is 0.296.
a) Item is valid if rcount > rtable (0.296)
b) Item is invalid if rcount < rtable (0.296)

37

Table 4.14: Validity Test

Variable No. Question rtable rcount Information

items 0.482 Valid
0.382 Valid
Shopping 1 0.296 0.382 Valid
0.456 Valid
Orientation 2 0.296 0.597 Valid
0.468 Valid
3 0.296 0.557 Valid
0.344 Valid
4 0.296 0.369 Valid
0.488 Valid
5 0.296 0.631 Valid
0.664 Valid
6 0.296 0.463 Valid
0.826 Valid
7 0.296 0.609 Valid
0.577 Valid
8 0.296 0.473 Valid
0.523 Valid
9 0.296 0.615 Valid
0.352 Valid
Online Trust 1 0.296 0.466 Valid

2 0.296

3 0.296

4 0.296

Purchase 1 0.296

Experience 2 0.296

3 0.296

4 0.296

Buying Interest 1 0.296

2 0.296

3 0.296

4 0.296

Source: Primary Data, Processed, 2021

Table 4.14 above can be seen that r is calculated from
all variables in this study which consists of; shopping
orientation factors, online trust, buying experience, and
buying interest indicate that all question items are valid
because rcount> from rtable (0.296) and can be used as an
indicator of this study.

b. Reliability Test
Reliability is an index that shows the extent to which a

measuring instrument can be trusted or reliable. If a measuring

38

device is used twice or more to measure the same phenomenon
and the results are relatively consistent, then the measuring
device is reliable.The formula can be seen as follows:

Information:

r11 : Instrument Reliability
K : Number of Questions

: Number of Item Variance

: Total Variance

Table 4.15 : Reliability Test Results

Variable Cronchbach Alpha Information
Reliable
Shopping Orientation 0.660 Reliable
Reliable
Online Trust 0.687 Reliable

Purchase Experience 0.678

Buying Interest 0.605

Source: Primary Data, Processed, 2021

If Cronchbach's alpha is greater than 0.6 or 60%, then the
question item is reliable Ghozali (2006:42). Based on the results of
the analysis, the variables of shopping orientation, online trust,
buying experience, and buying interest are reliable because they
have a value above 0.60 so they have high accuracy to be used as
variables in a study.

4.6 Prerequisite Test
Analysis of the results of the prerequisite analysis was

carried out before testing the hypothesis. The prerequisite test
itself includes normality test, linearity test, and multicollinearity
test. Test prerequisite analysis using SPSS 22.00. The results of the
prerequisite test are presented below:

39

a. Normality Test Results
Normality test aims to determine whether each variable is

normally distributed or not (Ghozali, 2009). Test the normality of
the data in this study using the Kolmogorov-Smirnov Test.
Normality testing is done by looking at the 2-tailed significant. If
the data has a significance level greater than 0.05 or 5%, it can be
concluded that the data is normally distributed. The test results
are obtained as follows:

Table 4.16: Normality Test Results One-Sample Kolmogorov-Smirnov Test

One-Sample Kolmogorov-Smirnov Test

Unstandardized Predicted Value

N 105
Normal Parameters, b mean 15.8285714

Std. .97310579
Deviation

Most Extreme Absolute .037
Differences Positive .033

negative -.037

Test Statistics .037
asymp. Sig. (2-tailed) .200c,d

a. Test distribution is Normal.

b. Calculated from data.
c. Lilliefors Significance Correction.

d. This is a lower bound of the true significance.

Source: Primary Data, Processed, 2021

The test results show that the data has a significance level of
0.200. This indicates that the resulting significance level is greater
than 0.05. Thus the data analyzed in this study were normally
distributed.

40

b. Linearity Test Results
Aims to determine the relationship between independent

variables and related variables is linear or not. Two variables are
said to have a linear relationship if they have a significance
greater than 0.05 (Ghozali, 2009). The results of linearity testing
of the relationship between shopping orientation and buying
interest resulted in a significance of 0.083, the relationship
between online trust and buying interest resulted in a significance
of 0.210.

Meanwhile, the relationship between purchasing experience
and buying interest resulted in a significance of 0.195 (the results
of the attached analysis). The results of linearity testing both
shopping orientation variables with buying interest, online trust
with buying interest and purchasing experience with buying
interest resulted in a significance greater than 0.05. The test
results show that the relationship between the independent
variable and the dependent variable is linear.

c. Multicollinearity Test
Multicollinearity test aims to test whether the regression

model found a correlation between independent variables. A good
regression model should not have a correlation between the
independent variables (free). Identification of multicorrelation
symptoms can be done by looking at the value of VIF (Variance
Inflation Factor). If the VIF value is less than 10, then this does not
occur multicollinearity. The results of the multicollinearity test
are as follows:

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Table 4.17: Multicollinearity Test

Coefficientsa

Collinearity Statistics Collinearity Statistics
VIF
Model Tolerance
1.455
1 (Constant) 2,073
1.554
Shopping Orientation .687
Online Trust .483
Purchase Experience .644
a. Dependent Variable: Buying Interest

Source: Primary Data, Processed, 2021

From table 4.17 it can be seen that the tolerance value for
shopping orientation is 0.687 and VIF 1.455, online trust has a
tolerance value of 0.483 and VIF 2.073, while purchasing
experience has a tolerance value of 0.644 and VIF 1.554. All
tolerance values are above 0.1 and all VIF values are below 10.
This means that in the regression model there is no correlation
between independent variables. So it can be concluded that there
is no multicollinearity.

d. Heteroscedasticity Test
The heteroscedasticity test aims to see whether there is an

inequality of variance from the residuals of one observation to
another observation. If the variance of the residuals from one
observation to another is constant, then it is called
homosceousdasticity. If the variances are different, then there is a
heteroscetic datisity. A good regression model if there is no
heteroscedasticity. In this study, heteroscedasticity testing was
carried out using the Glejser test.

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The results of the heteroscedasticity test can be seen in
table 4.18 as follows:
Table 4.18: Heteroscedasticity Test Results

Unstandardized Standar
Coefficients dized
Coeffici
Model ents t Sig.
Beta
B Std. 1989 .049
-.022 -.249 .803
Error 1.184 .238
.106 -1.416 .159
1 (Constant) 2.467 1,240 -.118

Shopping -.007 .028

Orientation .063

Online Trust .053

Purchase -.066 .047

Experience

a. Dependent Variable : Res2

Source: Primary Data, Processed, 2021

Seen from table 4.18. the significance value above, the three
variables show a value above 0.05. The shopping orientation
variable is 0.803, the perceived benefit variable is 0.238, and the
perceived ease of use variable is 0.159. It can be concluded that all
three did not occur heteroscedasticity.

4.7 Hypothesis Tester
a. Multiple Linear Regression

Hypothesis testing in this study aims to prove:
1) The effect of shopping orientation on consumer buying interest

online.
2) The influence of online trust on consumer buying interest

online.
3) The effect of purchasing experience on consumer buying

interest online.

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