PENGARUH DISKON, COD, DAN SPAYLATER PADA APLIKASI SHOPEE TERHADAP PERILAKU KONSUMTIF MAHASISWA: Survei pada Mahasiswa Program Studi Pendidikan IPS UPI

Rusmana, - (2024) PENGARUH DISKON, COD, DAN SPAYLATER PADA APLIKASI SHOPEE TERHADAP PERILAKU KONSUMTIF MAHASISWA: Survei pada Mahasiswa Program Studi Pendidikan IPS UPI. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Perkembangan teknologi yang semakin komprehensif mengakibatkan perubahan perilaku
masyarakat, belanja online menjadi sebuah trend yang banyak digandrungi semua kalangan
tak terkecuali mahasiswa. Fenomena yang saat ini terjadi pada mahasiswa program studi
Pendidikan IPS UPI yaitu aktivitas belanja online menggunakan aplikasi Shopee. Adapun
pertimbangan konsumen memilih menggunakan aplikasi Shopee untuk melakukan
kegiatan belanja online tersebut berkat dukungan fitur yang tersedia seperti promosi
(diskon) dan metode pembayaran (cash on delivery/COD dan Shopee
PayLater/SPayLater). Penelitian ini bertujuan untuk mengatahui pengaruh secara parsial
maupun simultan Diskon, COD, dan SPayLater pada aplikasi Shopee terhadap perilaku
konsumtif mahasiswa program studi Pendidikan IPS UPI. Penelitian ini termasuk kedalam
penelitian kuantitatif. Teknik pengumpulan data dilakukan dengan menyebarkan
kuesioner. Pemilihan sampel dilakukan dengan menggunakan purposive random sampling
dengan jumlah sebanyak 89 responden. Hasil penelitian ini secara parsial menunjukan
bahwa Diskon pada aplikasi Shopee berpengaruh positif dan signifikan terhadap perilaku
konsumtif mahasiswa, COD pada aplikasi Shopee berpengaruh positif dan signifikan
terhadap perilaku konsumtif mahasiswa, dan SPayLater pada aplikasi Shopee tidak
berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa. Sedangkan
secara simultan Diskon, COD, dan SPayLater pada aplikasi Shopee berpengaruh signifikan
terhadap perilaku konsumtif mahasiswa program studi Pendidikan IPS UPI.

Increasingly comprehensive technological developments have resulted in changes in
people's behavior, online shopping has become a trend that is loved by all groups,
including students. The phenomenon currently occurring among students of the UPI Social
Sciences Education study program is online shopping activities using the Shopee
application. The consideration is that consumers choose to use the Shopee application to
carry out online shopping activities thanks to the support of available features such as
promotions (discounts) and payment methods (cash on delivery/COD and Shopee
PayLater/SPayLater). This research aims to determine the partial or simultaneous
influence of Discounts, COD, and SPayLater on the Shopee application on the consumer
behavior of students in the UPI Social Sciences Education study program. This research is
included in quantitative research. The data collection technique was carried out by
distributing questionnaires. Sample selection was carried out using purposive random
sampling with a total of 89 respondents. The results of this research partially show that
discounts on the Shopee application have a positive and significant effect on student
consumptive behavior, COD on the Shopee application has a positive and significant effect
on student consumptive behavior, and SPayLater on the Shopee application does not have
a positive and significant effect on student consumptive behavior. Meanwhile,
simultaneously Discounts, COD, and SPayLater on the Shopee application have a
significant effect on the consumer behavior of students in the UPI Social Sciences
Education study program.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=oQfcL4cAAAAJ ID SINTA Dosen Pembimbing: Acep Supriadi: 6722770 Faqih Samlawi: 5994693
Uncontrolled Keywords:	Diskon, COD, SPayLater, Perilaku Konsumtif Discounts, COD, SPayLater, Consumptive Behavior
Subjects:	H Social Sciences > HG Finance L Education > L Education (General) L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS
Depositing User:	Rusmana
Date Deposited:	21 May 2024 04:04
Last Modified:	21 May 2024 04:04
URI:	http://repository.upi.edu/id/eprint/117678

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