Perilaku Konsumsi Generasi Millennial Dalam Penggunaan E-Commerce Di Era Digital (Studi Kasus Pada Mahasiswa Di Kota Malang)

Adyti, Dymas Yossie (2018) Perilaku Konsumsi Generasi Millennial Dalam Penggunaan E-Commerce Di Era Digital (Studi Kasus Pada Mahasiswa Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini merupakan penelitian kuantitatif yang dilakukan untuk mengetahui pengaruh dari harga, gaya hidup, kepraktisan, media informasi, dan kepercayaan terhadap perilaku konsumsi mahasiswa dalam menggunakan layanan ECommerce. Penelitian ini menggunakan data primer yang diperoleh peneliti dengan menggunakan google form. Metode analisis yang digunakan pada penelitian ini adalah analisis multivariate dengan model regresi Partial Least Square (PLS) dan alat analisis SmartPLS 3.2.7 . Dari hasil analisis yang telah dilakukan, dapat diketahui bahwa harga, gaya hidup, kepraktisan dan kepercayaan berpengaruh positif dan signifikan terhadap perilaku konsumsi mahasiswa di Kota Malang dalam menggunakan layanan E-Commerce. Sedangkan media informasi berpengaruh negatif dan tidak signifikan terhadap perilaku konsumsi mahasiswa di Kota Malang dalam menggunakan layanan ECommerce.

English Abstract

This study is a quantitative research that have purpose to determine the effect of price, lifestyle, convenience, media information and trust towards consumption behavior of college student in use of E-commerce services. This study uses the primary data that have been obtained by researcher using google form. The analysis method in this study was using multivariate analysis with Partial Least Square (PLS) regression model and using SmartPLS 3.2.7 as an analytical tool. From the result of the analysis has been done, it can be seen that price, lifestyle, convenience, and trust has positive and significant effect towards consumption behavior of college students in Malang City in use of E-Commerce services. However, media information has a negative and insignificant effects towards consumption behavior of college student in Malang City in use of E-Commerce services

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/177/051804567
Uncontrolled Keywords: Perilaku Konsumsi, Generasi Millennial, E-Commerce, Consumption Behavior, Millennial Generation, E-Commerce
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi
Depositing User: Nur Cholis
Date Deposited: 02 May 2019 02:46
Last Modified: 20 Oct 2021 03:19
URI: http://repository.ub.ac.id/id/eprint/163571
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