Apriyana, Melly (2025) Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumtif Pengguna E-Commerce Shopee (Studi Kasus Mahasiswa FEB Universitas Jambi). S1 thesis, UNIVERSITAS JAMBI.
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Abstract
ABSTRAK Penelitian ini dimaksudkan untuk mengeksplorasi berbagai faktor yang memengaruhi kecenderungan perilaku konsumtif di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Jambi dalam pemanfaatan platform e-commerce Shopee. Fokus utama penelitian diarahkan pada tiga variabel, yaitu fenomena promosi pada tanggal kembar, tingkat pendapatan, serta penggunaan fitur Shopee PayLater. Pendekatan kuantitatif digunakan dalam studi ini dengan pemanfaatan data primer yang dikumpulkan melalui kuesioner yang disebarkan kepada responden terpilih, yakni mahasiswa aktif FEB Universitas Jambi berusia 18 hingga 25 tahun yang memiliki pengalaman menggunakan Shopee dan fitur PayLater. Analisis data dilakukan dengan metode Binary Logistic Regression menggunakan perangkat lunak SPSS. Hasil temuan memperlihatkan bahwa ketiga variabel bebas tersebut memiliki pengaruh yang signifikan terhadap perilaku konsumtif responden. Promosi pada tanggal kembar mendorong pembelian impulsif melalui penawaran terbatas waktu, pendapatan menjadi penentu kapasitas konsumsi, sementara fitur Shopee PayLater memperkuat perilaku konsumtif dengan memberikan kemudahan dalam sistem pembayaran. Temuan ini menekankan pentingnya literasi keuangan dan pengendalian diri dalam pengelolaan konsumsi mahasiswa agar terhindar dari pola belanja berlebihan. Kata Kunci: Perilaku konsumtif, Event tanggal kembar, Pendapatan, Shopee PayLater, E-commerce, Mahasiswa FEB UNJA ABSTRACT This study aims to explore various factors influencing the tendency toward consumptive behavior among students of the Faculty of Economics and Business at the University of Jambi in their use of the Shopee e-commerce platform. The research primarily focuses on three variables: promotional events on double-date sales, income level, and the use of the Shopee PayLater feature. A quantitative approach was employed, utilizing primary data collected through questionnaires distributed to selected respondents namely, active FEB students at the University of Jambi aged 18 to 25 who have experience using Shopee and its PayLater feature. Data analysis was conducted using the Binary Logistic Regression method through SPSS software. The findings reveal that all three independent variables significantly influence the students’ consumptive behavior. Double-date promotions trigger impulsive buying through time-limited offers, income determines purchasing power, and the Shopee PayLater feature encourages consumption by offering payment flexibility. These findings highlight the importance of financial literacy and self control in managing student consumption to prevent excessive spending patterns. Keywords: Consumptive behavior, Twin date event, Income, Shopee PayLater, E commerce, University students
| Type: | Thesis (S1) |
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| Uncontrolled Keywords: | Consumptive behavior, Twin date event, Income, Shopee PayLater, E commerce, University students |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ekonomi Pembangunan |
| Depositing User: | MELLY APRIYANA |
| Date Deposited: | 14 Oct 2025 02:24 |
| Last Modified: | 14 Oct 2025 02:24 |
| URI: | https://repository.unja.ac.id/id/eprint/86525 |
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