Pengaruh Sikap, Lingkungan Sosial dan Nilai Keagamaan terhadap Gaya Hidup Belanja Online Mahasiswa di Era Digitalisasi (Studi pada Mahasiswa S1 Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

Online shopping has become a part of everyday life, including among college students. This study aims to analyze how attitudes, social environment, and religious values affect students' online shopping lifestyles in the era of digitalization. This research method uses a quantitative approach with a questionnaire as a data collection instrument. The sample in this study consisted of 97 S1 students of the Faculty of Social and Political Sciences, University of North Sumatra. Sampling in this study uses a proportional sampling technique and for data analysis techniques uses multiple linear regression. The researcher also added an ethnography case in Chapter V in this study. The results of the study show that attitudes, social environment, and religious values have a significant influence on students' online shopping lifestyles. The results of the analysis showed that the three independent variables, namely attitudes, social environment, and religious values, together made a significant contribution to the dependent variable, namely the online shopping lifestyle of students. These findings confirm that psychological and socio-cultural factors play an important role in shaping students' online shopping behavior. A deeper understanding of the role of attitudes, social environmental support, and religious values can help in developing effective strategies to support a healthy and responsible online shopping lifestyle among college students.