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Consumption Behavior Analysis of Online Shopping by Public Collage Students in Greater Bandung During the Covid-19 Pandemic

Tugas Akhir, 026 / 2021 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-04-18 13:40:18
Oleh : Septhara Adhityo Rohman - 185211026 (septhara.adhityo.abs18@polban.ac.id)
Dibuat : 2023-04-18, dengan 4 file

Keyword : Belanja Online, Faktor Perilaku Konsumtif Belanja Online, Mahasiswa, Pandemi Covid-19, Perilaku Konsumtif
Subjek : Online Shopping, Online Shopping Consumptive Behavior Factors, Students, Covid-19 Pandemic, Consumptive Behavior

Pandemi Covid-19 yang muncul di Indonesia, berdampak kepada banyak sektor salah satunya adalah ekonomi. Banyak gerai toko yang menutup usaha mereka dan sampai gulung tikar. Penerapan sosial distancing juga berdampak pada masyarakat khususnya mahasiswa dalam melakukan segala aktifitasnya. Data yang diperoleh oleh APJII (Asosiasi Penyelenggara Jasa Internet Indonesia) mengemukakan bahwa penggunaan internet pun meningkat dari tahun sebelumnya mencapai 8,9%. Salah satu kegiatan penggunaan internet adalah belanja online. Data dari ADA (Analytic Data Advertising) mengungkapkan bahwa peningkatan pengguna aplikasi belanja online meningkat sekitar 400% dari tahun lalu. Dikala pandemi Covid-19 banyak tawaran dari aplikasi belanja online atau media sosial yang membuat masyarakat khususnya mahasiswa tertarik untuk melakukan belanja online. Hal ini menyebabkan mahasiswa menjadi konsumtif dalam melakukan belanja online. Sehingga pada penelitian ini penulis akan membahas mengenai analisis perilaku konsumtif belanja online oleh mahasiswa perguruan tinggi negeri di Bandung Raya. Penelitian ini bertujuan untuk mengetahui bagaimana perilaku konsumtif belanja online dan faktor apa saja yang mempengaruhi perilaku konsumtif belanja online oleh mahasiswa perguruan tinggi negeri di Bandung Raya. Penelitian ini merupakan penelitian kuantitatif yang mengambil 400 responden mahasiswa perguruan tinggi negeri di Bandung Raya yang pernah melakukan transaksi belanja online selama masa pandemi Covid-19. Metode pengambilan sample menggunakan non-probability sampling dengan Teknik penentuan sample purposive sample. Data penelitian ini didapatkan dengan cara menyebarkan kuesioner menggunakan google form kepada responden yang terkait. Perhitungan data yang dilakukan pada penelitian ini menggunakan analisis faktor. Hasil dari penelitian menunjukan bahwa mahasiswa perguruan tinggi negeri di Bandung Raya cukup berperilaku konsumtif. Faktor yang mempengaruhi perilaku konsumtif belanja online yakni Faktor Lingkungan Sosial, Faktor Promosi Belanja Online dan Faktor Persepsi Belanja Online. Kata kunci: Belanja Online, Faktor Perilaku Konsumtif Belanja Online, Mahasiswa, Pandemi Covid-19, Perilaku Konsumtif.

Deskripsi Alternatif :

The Covid-19 pandemic that emerged in Indonesia affecting many sectors as one is economics. Many shop outlets closed their businesses and went out of business. The application of social distancing also has an impact on the community, especially students, in carrying out all their activities. Data presented by APJII (Asosiasi Penyelenggara Jasa Internet Indonesia) shows that internet usage has also increased from the previous year reaching 8.9%. One of the activities of using the internet is online shopping. Data from the ADA (Analytic Data Advertising) revealed that the increase of users of online shopping applications increased by about 400% from last year. During the Covid-19 pandemic, there were many offers from online shopping applications or social media that made the public, especially students collage, interested in doing online shopping. This causes collage students to become consumptive in doing online shopping. So at this time's research the author will be talking about consumption behavior analysis of online shopping by public collage students in Greater Bandung during the covid-19 pandemic. This study aims to determine how the consumptive behavior of online shopping and what factors influence the consumptive behavior of online shopping by public collage students in Grater Bandung. This study is a quantitative study that took 400 respondents from public collage students in Greater Bandung who had made online shopping transactions during the Covid-19 pandemic. The sampling method used non-probability sampling with a purposive sample determination technique. The data of this research was obtained by distributing questionnaires using a google form to the relevant respondents. Calculation of the data carried out in this study using factor analysis. The results of the study show that students of public collage in Grater Bandung are quite consumptive. The factors that influence the consumptive behavior of online shopping are Social Environmental Factors, Online Shopping Promotion Factors, and Online Shopping Perception Factors. Keywords: Online Shopping, Online Shopping Consumptive Behavior Factors, Students, Covid-19 Pandemic, Consumptive Behavior.

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