Penggunaan E-Commerce terhadap Perilaku dan Gaya Hidup Membeli Produk Secara Online di Kalangan Mahasiswa Universitas Sumatera Utara

Abstract

The research aims to find out how far the use of E-commerce affects the online purchase behavior in students of Universitas Sumatera Utara, the effects of E-commerce use on the life style in students of Universitas Sumatera Utara, and the effects of E-commerce use on the behavior and life style of purchasing online products in students of Universitas Sumatera Utara. Theories employed in this research are the theories of New Media, Communication Technology, Marketing Communication, Life Style, and Consumer Behavior. This quantitative research employs correlational method. The population is the active student class of 2020 who are taking undergraduate program with a total of 35,230 consisting of 15 Faculties of Universitas Sumatera Utara. Samples are determined using purposive sampling technique and nine faculties are selected consisting of six science faculties and three non-science faculties namely active students from class of 2020 from Faculty of Medicine, Faculty of Dentistry, Faculty of Public Health, Faculty of Nursing, Faculty of Pharmacy, Faculty of Computer Science and Information Technology, Faculty of Law, Faculty of Social and Political Sciences and Faculty of Psychology at the Universitas Sumatera Utara. Tam Yamane formula is employed in this research with 95% precision indicates the calculation result of 390,108. The result of samples is fulfilled into 400 respondents. The result indicates that there is an effect of E-Commerce use as the media to purchase online products on the students' purchase behavior with the correlation value of 0.293 which it indicates a low level but absolute of effect. There is an effect of E-Commerce use as the media to purchase online products on the students' life style with the correlation value of 0.296 which indicates a low level but absolute effect. There is an effect of E-Commerce use as the media to purchase online products on both students' behavior and life style with the correlation value of 0.284 which indicates a low level but absolute effect. In addition, the result of positive correlation value indicates a direct effect.