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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