This study aims to examine the effect of partially and simultaneously the independent variables of trust, risk perception, and ease of use on the dependent variable of buying interest. The population in this study were university students in Purwokerto, amounting to 45,782. Sample selection in this study was done by purposive sampling. Based on the criteria obtained as many as 120 respondents who became the sample. The data analysis technique used in this research is descriptive statistical test, validity test, reliability test, classical assumption test, multiple regression analysis, and hypothesis testing.
The results of the analysis show that partially trust has a positive and significant effect on buying interest in the shopee application, risk perception has a positive and significant effect on buying interest in the shopee application, ease of use has a positive and significant effect on buying interest in the Shopee application. Simultaneously trust, perceived risk and ease of use have a positive and significant effect on buying interest in the shopee application.