Convenient and secure transactions can significantly influence consumers’ decisions to purchase products online through Shopee, according to a 2026 study by Nazwa Nur Salsabilla, Suwarlan, and Indria Sukma Sektiyaningsih of Institut Bisnis dan Multimedia ASMI Jakarta.
Published in the International
Journal of Integrative Research (IJIR), the study examines how transaction
convenience and transaction security affect online purchase decisions among
students in the Business Administration Program at Institut Bisnis dan
Multimedia ASMI Jakarta. The article was received on July 3, revised on August
25, and accepted for publication on September 26, 2026.
The findings show that both
factors have a positive and statistically significant influence on online
purchase decisions. When considered together, transaction convenience and
transaction security explain 54.3% of the variation in students’ online
purchase decisions.
Convenience and Security Are
Key Considerations in Online Shopping
The rapid growth of e-commerce
has transformed the way consumers search for products, compare alternatives,
communicate with sellers, choose payment methods, and complete purchases.
In Indonesia, Shopee has
established a prominent position in the digital commerce market. The study
cites the 2025 survey of the Indonesian Internet Service Providers Association
(APJII), which reported Shopee as the most frequently accessed e-commerce platform
among survey respondents, with 53.22%. TikTok Shop followed at 27.37%,
Tokopedia at 9.57%, and Lazada at 9.09%.
However, frequent use of an
e-commerce platform does not automatically guarantee that consumers will
complete a purchase. Consumers continue to evaluate different aspects of the
platform before deciding whether to proceed with a transaction.
Two important considerations are
the convenience of the transaction process and transaction security.
A convenient platform can reduce the effort required to search for products,
select payment methods, and complete purchases.
At the same time, concerns about
personal data, payment information, unauthorized access, fraud, and
authentication can discourage consumers from completing an online transaction.
In the study, transaction
convenience includes ease of learning, clarity of instructions, operational
efficiency, system flexibility, and ease of navigation. Transaction security
covers the confidentiality of personal information, integrity of transaction
amounts, reliability of authentication, system trustworthiness, and consumer
protection assurance.
Study Involved 80 Students
The researchers used a
quantitative approach involving students from the Business Administration
Program at Institut Bisnis dan Multimedia ASMI Jakarta.
The research population consisted
of 91 active students. Because the population was relatively limited,
the researchers applied saturated sampling, in which all members of the
population were considered potential respondents. After the questionnaires were
assessed, 80 valid responses were included in the analysis.
Data were collected using a
structured questionnaire based on a five-point Likert scale, ranging from
strongly disagree to strongly agree.
The researchers processed the
data using SPSS. The analysis included validity and reliability testing,
classical assumption testing, multiple linear regression, t-tests, F-tests, and
coefficient of determination analysis.
Among the 80 respondents, 74%
were female students, or 59 respondents, while 26% were male students, or
21 respondents. About 75% of respondents were below 22 years old, while 59%
were students in semesters four to six.
Easier Transactions Encourage
Purchase Decisions
The statistical analysis found
that transaction convenience had a positive and significant effect on online
purchase decisions.
The regression coefficient for
transaction convenience was 0.475, with a t-value of 4.614 and a
significance level below 0.001. Its standardized coefficient was β = 0.463,
indicating a positive contribution to purchase decisions.
The finding indicates that
students are more likely to make purchase decisions when the transaction
process on Shopee is perceived as simple, clear, flexible, and efficient.
Easy navigation, understandable
instructions, and efficient payment procedures can reduce the effort required
to complete a purchase. The researchers relate this finding to the Technology
Acceptance Model introduced by Davis in 1989, particularly the concept that
people are more likely to accept and use technology when they perceive it as
easy to operate.
Transaction Security Also
Influences Consumers
Transaction security also
demonstrated a positive and statistically significant effect on online purchase
decisions.
The regression coefficient for
transaction security was 0.355, with a t-value of 3.472 and a
significance level below 0.001. The standardized coefficient was β = 0.349.
The result indicates that
consumers consider whether their personal information and financial
transactions are adequately protected before completing an online purchase.
Security is particularly
important because online consumers cannot directly observe or control every
stage of a transaction in the same way they can in conventional shopping.
Instead, they must rely on authentication systems, transaction verification, data
protection, and consumer protection mechanisms provided by the platform.
According to Salsabilla,
Suwarlan, and Sektiyaningsih of Institut Bisnis dan Multimedia ASMI Jakarta,
transaction security is not simply a technical characteristic. It also
functions as a psychological condition that can strengthen consumers’
confidence in moving from product evaluation to an actual purchase.
Convenience and Security
Explain 54.3% of Purchase Decisions
When transaction convenience and
transaction security were analyzed simultaneously, the two variables had a
statistically significant effect on online purchase decisions.
The simultaneous test produced an
F-value of 45.782 with a significance level below 0.001. Meanwhile, the R²
value of 0.543 indicates that transaction convenience and transaction
security jointly explain 54.3% of the variation in purchase decisions.
The remaining 45.7% is associated with other factors outside the research
model.
The findings suggest that
convenience and security should not be viewed as completely separate
considerations.
A platform that is extremely
convenient but perceived as insecure may still cause consumers to hesitate.
Conversely, a highly secure system that is difficult to navigate may discourage
consumers because of the additional effort required to complete a purchase.
Implications for E-Commerce
and Higher Education
The findings provide practical
implications for e-commerce platforms. User experience is not only about
application design but also about how easily consumers can complete
transactions and how much confidence they have in the platform’s security.
The researchers recommend that
Shopee continue improving its payment and checkout processes, navigation,
payment integration, and transaction confirmation systems.
At the same time, personal-data
protection, authentication, fraud detection, transaction monitoring, and
consumer protection mechanisms should continue to be strengthened. Combining
usability with security could help increase consumer confidence and support
online purchasing activity.
For higher education
institutions, the findings can serve as learning material for digital business
administration, consumer behavior, digital marketing, and e-commerce
management.
The researchers also recommend
that future studies examine additional factors such as trust, price perception,
promotional activities, electronic word-of-mouth, digital service quality,
perceived usefulness, and product quality.
Study Has Several Limitations
The researchers acknowledge
several limitations.
First, the respondents were
limited to students from one Business Administration Program at a single
institution. Therefore, the findings should not automatically be generalized to
all Shopee users in Indonesia.
Second, the study used a
cross-sectional quantitative design. The results therefore describe
relationships among the variables at the time of data collection and do not
capture changes in consumer perceptions over time.
Third, the research model
included only transaction convenience and transaction security. Although these
two factors explained 54.3% of the variation in purchase decisions, other
relevant determinants remain outside the model.
Author Profiles
Nazwa Nur Salsabilla —
Institut Bisnis dan Multimedia ASMI Jakarta.
Suwarlan — Institut Bisnis dan Multimedia ASMI Jakarta.
Indria Sukma Sektiyaningsih — Institut Bisnis dan Multimedia ASMI
Jakarta.
The journal article does not
provide the academic degrees or specific areas of expertise of the three
authors. Those details have therefore not been added to avoid introducing
unsupported information.
Research Source
Article Title: Transaction
Convenience and Security as Predictors of Online Purchase Decisions on Shopee
Authors: Nazwa Nur Salsabilla, Suwarlan, and Indria Sukma Sektiyaningsih
Affiliation: Institut Bisnis dan Multimedia ASMI Jakarta
Journal: International Journal of Integrative Research (IJIR)
Volume: 4, Issue 9
Year: 2026
Pages: 825–836
DOI: https://doi.org/10.59890/ijir.v4i9.3
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