Pengaruh Shopee Paylater terhadap Perilaku Konsumtif: Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

Consumptive behavior is characterized by a tendency to purchase goods and services excessively, not always based on necessity or practical utility, but rather on emotional desires or impulses. In the context of student consumptive behavior, this is measured by the frequency of unplanned product purchases, indicating the extent to which FEB USU students tend to buy goods or services without careful planning or consideration. This study aims to determine how Pocket Money, Lifestyle, Social Influence, and Familiarity affect the Consumptive Behavior of students at the Faculty of Economics and Business, Universitas Sumatera Utara. The data used in this research is primary data collected by distributing questionnaires to 75 respondents who are students of the Faculty of Economics and Business, Universitas Sumatera Utara, and users of Shopee e-commerce. In this research, the data analysis technique used is the Structural Equation Model (SEM) method with a Partial Least Square (PLS) approach using the SmartPLS application. The variables in this study are measured using existing indicators. The tests in this research consist of outer model analysis and inner model analysis. The results of this study show that all exogenous variables have a positive relationship and can explain the endogenous variable, although not all have a significant effect. The influence of exogenous latent variables on endogenous latent variables are as follows: Pocket Money has a positive relationship and a significant effect on Consumptive Behavior; Lifestyle does not affect Consumptive Behavior; Social Influence has a positive relationship and a significant effect on Consumptive Behavior; Familiarity has a positive relationship and a significant effect on Consumptive Behavior.