Pengaruh Penggunaan Aplikasi Shopee terhadap Minat Beli Mahasiswa IAI An-Nadwah Kuala Tungkal

Sri Kasnelly; Marwiyah Marwiyah

doi:10.30595/medek.v24i1.25048

Authors

Sri Kasnelly Institut Agama Islam An-Nadwah Kuala Tungkal
Marwiyah Marwiyah Institut Agama Islam An-Nadwah Kuala Tungkal

Keywords:

Aplikasi Shopee, Minat Beli, Mahasiswa

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan aplikasi Shopee terhadap minat beli mahasiswa di Institut Agama Islam (IAI) An-Nadwah Kuala Tungkal. Penelitian ini menggunakan metode kuantitatif, di mana data dikumpulkan melalui kuesioner online yang disebarkan kepada mahasiswa jurusan Manajemen Bisnis Syari'ah dan Ekonomi Syari'ah. Analisis data dilakukan menggunakan regresi linier sederhana untuk menguji pengaruh penggunaan aplikasi Shopee terhadap minat beli mahasiswa. Hasil penelitian menunjukkan bahwa penggunaan aplikasi Shopee memiliki pengaruh signifikan terhadap minat beli mahasiswa. Faktor-faktor seperti kemudahan penggunaan aplikasi, promo flash sale, gratis ongkir, dan ulasan pengguna lainnya terbukti meningkatkan minat beli. Penelitian ini menyimpulkan bahwa Shopee efektif mendorong mahasiswa untuk melakukan pembelian, sejalan dengan teori perilaku konsumen yang menekankan peran teknologi dan promosi dalam keputusan pembelian.

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