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  2. Media Ekonomi : Vol 19 No 2 Juli 2019
  3. Andhika Putra

ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI PERILAKU BELANJA ONLINE MAHASISWA YANG BERDOMISILI DI KABUPATEN SLEMAN

Youngky Dian Andhika Putra

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh manfaat, risiko, motivasi hedonis, psikologis dan desain situs terhadap perilaku belanja online mahasiswa yang berdomisili di Kabupaten Sleman. Responden sebanyak 130 orang merupakan mahasiswa yang kuliah di Yogyakarta berdomisili di 14 kecamatan di Sleman. Sampel diambil dengan teknik non probability sampling menggunakan metode purposive sampling, yaitu mahasiswa yang pernah melakukan pembelian online karena jika belum pernah, maka dimungkinkan belum bisa merasakan pengaruh faktor faktor tersebut. Pengumpulan data dilakukan dengan menggunakan kuesioner, berupa 26 pernyataan. Setelah dilakukan uji instrumen, uji asumsi dasar dan uji asumsi klasik, maka diketahui bahwa semua variabel /item pernyataan diketahui dapat digunakan untuk penelitian.

Berdasar hasil uji t dan uji regresi linear berganda ditemukan bahwa manfaat, risiko, motivasi hedonis, psikologis dan desain situs berpengaruh positif dan signifikan terhadap perilaku belanja online mahasiswa yang berdomosili Kabupaten Sleman.


Keywords


Manfaat, Risiko, Motivasi Hedonis, Psikologis, Desain Situs, Perilaku Belanja Online

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DOI: 10.30595/medek.v19i02.7270

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ISSN: 2579-4418