Wamu, Yolis (2024) Pengaruh Strategi E-Commerce Terhadap Perilaku Konsumsi Produk Pada Shopee (Studi kasus pada Mahasiswa FEB Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine the influence of conformity, information qualityand hedonistic attitudes on consumer behavior with the object of research being activeShopee users, FEB students at Merdeka University, Malang. This research is aquantitative research. The population was taken from active FEB students at MerdekaUniversity, Malang, taken from the 2019 to 2023 class with a total of 2,464 people. Thesample in this research was carried out using the Proportionate Stratified RandomSampling technique, the number of samples required was 96 respondents and wascalculated using the Slovin formula. The data collection technique uses a Likert scalequestionnaire which has been tested for validation and reliability. The data analysistechnique used is multiple linear analysis carried out using the SPSS 23 application. Theresults of the F test in this study show that: The significant probability value is 0.000 <0.05 and the calculated f value is 30,386 which is greater than the f table value of 3.09,this is shows that the variables Conformity, Information Quality, and Hedonism all have apositive and significant impact on consumer behavior. The results of the T test in thisresearch show that: (1) conformity has a positive and significant effect on consumerbehavior with a calculated t value of 20,302 and a significant value of 0.00 < 0.05; (2)information quality has a positive and significant effect on consumer behavior with acalculated t value of 4,713 and a significant value of 0.00 < 0.05; (3) hedonistic attitudeshave a positive and significant effect on consumer behavior with a calculated t value of16,304 and a significant value of 0.00 <0.05. Apart from that, in this study conformity,quality of information and hedonistic attitudes influenced purchasing decisions by 48.1%while the remaining 52.9% was influenced by other variables outside the research,therefore further researchers are advised to add other variables which are thought toinfluence consumer behavior.

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