Perbandingan Lifestyle Berbelanja dengan Diskon di Shopping Mall dengan di E-Commerce pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara

Abstract

This research analyzes the comparison of shopping lifestyles through malls and e-commerce carried out among 323 students at the University of North Sumatra and the analysis tool is SPSS 26.0. This research uses rational choice theory and the research method used is quantitative. Data collection techniques are carried out through questionnaires that have been tested for validity and reliability. The results of this research analysis use the Mann-Whitney test, which is useful for testing comparative hypotheses between two independent samples if the data is in ordinal form. Based on the significance value of the test, the data obtained is not normal, namely 0.000, so the Mann-Whitney test can be applied. In this research, it is proven that H1 is accepted by looking at the p value, namely 0.014 <0.05 or the discovery of dif erences between the shopping mall lifestyle and the e-commerce lifestyle in discounted goods. From the results of the Mann- Whitney U test, it was found that the millennial generation tends to prefer shopping in e-commerce because it provides many conveniences and is more ef icient, moreover online shop entrepreneurs attract customers by of ering discounts. Shopping on e-commerce is also felt to be more ef icient because there are no time limits, saving time, goods and services are cheaper, comparing products and prices accurately, buyers across regions. For this reason, it can be concluded that students who shop at shopping malls on the role shopping and value shopping indicators are students with minimal pocket money.