Pengaruh Penggunaan E-Commerce Shopee terhadap Perilaku Konsumtif Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

Consumptive behaviour is a wasteful behaviour of consumers in buying, using or consuming goods or services excessively. In the context of student consumptive behaviour, it is measured by the frequency of product purchases without prior planning which illustrates the extent to which FEB USU students tend to buy goods in excessive quantities. This study aims to determine how the influence of income, social influence, promotion and ease of transaction on consumptive behaviour in students of the Faculty of Economics and Business, University of North Sumatra. The data used in this study are primary data by distributing questionnaires to 82 respondents who are students of the Faculty of Economics and Business, University of North Sumatra who use Shopee e-commerce. In this study, the data analysis technique used was the analysis of the Stuctural Equation Model (SEM) method with the Partial Least Square (PLS) approach in the SmartPLS application. The variables in this study were measured using existing indicators. The test in this study consists of outer model analysis and inner model analysis. The results of this study are that all exogenous variables have a positive relationship direction and are able to explain endogenous variables but not all of them have a significant effect. The influence of exogenous latent variables on endogenous latent variables, namely Income there is a positive relationship and a significant influence on Consumptive Behavior, Social Influence there is a positive relationship and a significant influence on Consumptive Behavior, Promotion has no effect on Consumptive Behavior, Ease of Transaction there is a positive relationship and a significant influence on Consumptive Behavior.