Pengaruh perilaku konsumen terhadap minat belanja online pada mahasiswa IAIN Palangka Raya

Antabella, Pathron (2021) Pengaruh perilaku konsumen terhadap minat belanja online pada mahasiswa IAIN Palangka Raya. Undergraduate thesis, IAIN Palangka Raya.

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Abstract

Mahasiswa IAIN Palangka Raya mengalami pergeseran perilaku, sebanyak 75,08% membatasi dari berpergian kepasar. Hal ini didukung oleh perkembangan teknologi e-commerce yaitu transaksi bisnis yang dilakukan secara online serta aktivitas dikawasan pasar besar Palangka Raya mengalami penurun sebesar 80%. Mahasiswa IAIN Palangka Raya menyatakan lebih nyaman berbelanja secara online sebnayak 70,08%.

Penelitian bertujuan mengetahui pengaruh perilaku konsumen terhadap minat belanja online pada mahasiswa IAIN Palangka Raya. Sampel dalam penelitian adalah mahasiswa IAIN Palangka Raya, yang diambil secara probalitiy sampling claster random artinya pengambilan sampel dari populasi dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi sehingga memberikan peluang yang sama bagi setiap anggota populasi untuk dipilih sebagai sampel. Jumlah sampel yang digunakan sebanyak 98.

Metode analisis data yang digunakan yaitu metode kuantitatif dengan model regresi linier sederhana. Hasil penelitian menunjukkan perilaku konsumen memiliki pengaruh positif signifikan terhadap minat belanja online mahasiswa IAIN Palangka Raya. Nilai koefisien determinan dalam penelitian ini sebesar 47,6% dipengaruhi oleh variabel perilaku konsumen.

Abstract

IAIN Palangka Raya students experienced a shift in behavior, as much as 75.08% restricted them from traveling to the market. This is supported by the development of e-commerce technology, namely business transactions carried out online and activities in the Palangka Raya large market area have decreased by 80%. IAIN Palangka Raya students stated that they are more comfortable shopping online as much as 70.08%.

This study aims to determine the effect of consumer behavior on online shopping interest in IAIN Palangka Raya students. The sample in this study were students of IAIN Palangka Raya, who were taken by cluster random probability sampling, meaning that the sample from the population was taken randomly without regard to the existing strata in the population so as to provide equal opportunities for each member of the population to be selected as a sample. The number of samples used is 98.

The data analysis method used is a quantitative method with a simple linear regression model. The results showed that consumer behavior had a significant positive effect on online shopping interest of IAIN Palangka Raya students. The value of the determinant coefficient in this study of 47.6% is influenced by consumer behavior variables.

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