Pengaruh Kemudahan E-Commerce Shopee terhadap Gaya Hidup Konsumtif Masyarakat di Kota Pematangsiantar

Abstract

Advances in technology today provide many conveniences for society. One of them is the ease of shopping activities through E-commerce. One of the most popular E-commerce is Shopee. Shopee applies McDonald's principles such as efficiency, calculability, predictability, and control that encourage people to fall into a consumptive lifestyle. This study aims to determine how much influence Shopee's E-commerce convenience has on the consumptive lifestyle of the people in Pematangsiantar City. This research is descriptive with a quantitative approach. The technique used in this research is simple linear regression. The population in this study is the people of Pematangsiantar City with 347 respondents. Data collection techniques through questionnaires that have been tested for validity and reliability. From the regression results, the coefficient shows that the independent variable (Ease of Shopee E-commerce) has a positive and significant effect on the dependent variable (consumptive lifestyle) with income as an interval variable because income and consumption have a unidirectional relationship. In addition to causing a consumptive lifestyle, the use of the McDonaldization principle also results in customer exploitation, increased spending, dependence, simplification of the economic chain and employment, as well as subjugation because users are forced to follow the rules of the McDonaldization principle applied by E-commerce Shopee. However, it provides additional benefits for Shopee E-commerce as a form of capitalist accumulation.