Pengaruh Penggunaan Paylater terhadap Perilaku Impulse Buying Pengguna E-Commerce Shopee (Studi Kasus pada Mahasiswa FEBI UIN Sumatera Utara)
DOI:
https://doi.org/10.30651/jms.v9i1.21739Abstract
Abstrak
Reaksi impulsif pada perilaku pembelian dapat terbentuk karena adanya faktor internal dan faktor eksternal.Ffaktor internal terdiri dari pengetahuan, motivasi, kepribadian, kepercayaan, usia, sumberdaya konsumen, dan gaya hidup. Sedangkan faktor lingkungan terdiri dari situasi, kelompok, dan budaya. Penelitian ini menggunakan metode kuantitatif, yakni untuk melihat pengaruh variabel independen terhadap variabel dependen. Pada penelitian ini yang termasuk sebagai populasi adalah mahasiswa/i FEBI Sumatera Utara sebanyak 4.523 jiwa dengan mengambil sampel 100 responden yang berkontribusi dalam penelitian ini. Data yang digunakan dalam penelitian ini adalah data primer melalui kuesioner. Teknik analisis dalam penelitian ini menggunakan analisis regresi linear sederhana dengan uji t (parsial), uji F (simultan), dan koefisien determinasi (R2) dengan menggunakan bantuan software SPSS version 20. peneliti dapat menarik kesimpulan bahwa penggunaan paylater memberikan pengaruh terhadap impulsive buying mahasiswa FEBI Universitas Islam Negeri Sumatera Utara sebesar 6,6% dan sisanya sebesar 93,4% dipengaruhi oleh variabel lain.
Kata Kunci: Paylater, Impulse buying, Shopee
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