Pengaruh Advertising, Convenience, dan Social Influence Terhadap User Behavior: Studi Pada Shopee di Kebumen

This research aims to analyze the influence of advertising, convenience, and social influence on user behavior among Shopee users in Kebumen. The population in this study is Shopee users in Kebumen City with a sample size of 100 respondents. The data collection technique used a questionnaire. The data analysis used was the instrument validity and reliability test, classical assumption test, multiple linear regression test, hypothesis test, simultaneous test, and coefficient of determination test. The data processing tool used SPSS for Windows version 25.0. The results of the study showed that: (1) Advertising has a positive and significant effect on User Behavior, (2) Convenience has a positive and significant effect on User Behavior, (3) Social Influence has a positive and significant effect on User Behavior, (4) Advertising, Convenience, and Social Influence together have a positive and significant effect on User Behavior.