ANALISIS GAYA KONSUMTIF MAHASISWA ILMU EKONOMI UNIMED: NAVIGASI HARGA DAN PROMO E-COMMERCE
Abstract
This study aims to analyze the consumer behavior of Student of Economics in State University of Medan (UNIMED) in interacting with e-commerce platforms, particularly in response to price changes and promotions. The study employed a qualitative approach with descriptive analysis. A sample of 35 respondents was selected purposefully. Data was collected through online questionnaires and analyzed using descriptive analysis. The results show that discounts can influence students' purchasing interest, but not significantly. Students find promotional products with poor quality, so they consider both price and product size, product quality becomes an important aspect in purchasing decisions, and students' purchasing priorities are based on the price of daily necessities. This study ultimately shows that Student of Economics in State University of Medan (UNIMED) have rational and critical consumer behavior in online shopping. They are not only influenced by discounts but also consider their quality and needs.
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[3] Elliyana, E., Agustina, T. S., Kadir, H., Imanuddin, B., Yuliana, Mohdari, Dwita, F., Bachtiar, N. K., Lidiana, Sedyoningsih, Y., Abdurohim, Arfyan, E., Marlinah, L., Gazali, & Rachman, S. (2022). Dasar-Dasar Pemasaran (Y. Umaya (Ed.); Vol. 1). Ahlimedia Press.
[4] Erwin, Musmulyadi, Inawati, & Suciati. (2021). Keputusan Pembelian Interaktif B2C - B2B. Grub Penerbitan Cv Budi Utama.
[5] Fatmawatie, N. (2022). E Commerce Dan Perilaku Konsumtif. In Naning Fatmawatie. Iain Kediri Press Nadi Pustala Offset.
[6] Fransisca, C., & Erdiansyah, R. (2020). Media Sosial Dan Perilaku Konsumtif. Prologia, 4(2), 435.
[7] Hapsara, O., Febrian, W. D., Nuzleha, N., Sani, I., Lustono, L., Yuni, N., Abdurohim, A., Karmila, M., Utami, R., S, A. D. I., Yuliana, L., Sari, E. P., Lasminingrat, A., Simatupang, S., Imron, A., & Andri, S. (2023). Manajemen Pemasaran Jasa : Membangun Loyalitas Pelanggan. In Eureka Media Aksara.
[8] Harjadi, D., & Fatmasari, D. (2015). Pengantar Bisnis Teori Dan Konsep. Uniku Press.
[9] Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasa, M., Utomo, K. P., Bairizki, A., Lestaro, S. A., Rahayu, De. W. ., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, & Triwardhani, D. (2021). Perilaku Konsumen. In A. R Abdulratif (Ed.), Widina (1st Ed., Vol. 5). Widina Bhakti Persada Bandung.
[10] Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran (A. Maulana & W. Hardani (Eds.); Ketiga Bel). Pt Gelora Aksara Pratama.
[11] Maraghi, R. (2023). Perilaku Belanja Online Mahasiswa Muslim Yogyakarta (Studi Pada: Universitas Islam Indonesia, Universitas Gajah Mada, Universitas Muhammadiyah Yogyakarta, Universitas Negeri Yogyakarta).
[12] Phangestu, N., & Susanto, E. H. (2019). Pemanfaatan Media Sosial Instagram Dalam Mempromosikan Batik Tusta (Studi Kasus Akun Instagram @Batiktusta). Prologia, 3(2), 401. Https://Doi.Org/10.24912/Pr.v3i2.6372
[13] Putri Nugraha, J., Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Rosmawati, Fathihani, Johannes, R., Kristia, Batin, M., Jati Lestari, W., & Khatimah, Husnilfatima Beribe, M. (2021). Teori Perilaku Konsumen (A. Jibril (Ed.); 1st Ed.). Pt. Nasya Expanding Management.
[14] Rakhmawati, N. A., Permana, A. E., Reyhan, A. M., & Rafli, H. (2021). Analisa Transaksi Belanja Online Pada Masa Pandemi Covid-19. Jurnal Teknoinfo, 8(3). Https://Doi.Org/10.33365/Jti.v15i1.868%0A
[15] Riyanto, S., Page, |, Adila, L., & Ali, H. (2017). The Effect Of Incentives And Job Enthusiasm To Productivity Of Go-Jek Driver At Pt. Go-Jek Indonesia. Quest Journals Journal Of Research In Business And Management, 5(1), 2347–3002.
[16] Sari, D. C., Wardhana, A., Darwin, A. M., Sulaiman, E., Rahmawan, G., Ridwan, M., Hastutik, S., Poltak, H., & Sangadji, S. S. (2021). Manajemen Pemasaran. Cv. Media Sains Indonesia, 1, 1–38.
[17] Suyanto & Muhammad. (2003). Strategi Periklanan Pada E-Commerce Perusahaan Top Dunia. Penerbit Andi.
[18] Widagdo, P. B. (2016). Perkembangan Electronic Commerce ( E-Commerce ) Di Indonesia. Academia.Edu.
[19] Wulan, D. A. N., & Abdullah, S. M. (2014). Prokrastinasi Akademik Dalam Penyelesaian Skripsi. Jurnal Sosio - Humaniora, 5(1), 1–25.
[20] Wulandari, D., Padang, U. N., & Barat, S. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumtif Belanja Online Pada Generasi Z Di Kota Padang Prima Aulia. Jurnal Riset Psikologi, 5(4), 178–186.
[21] Hartanto, D., Hidayat, N., & Sazali, H. (2019, January). The Leadership of Head of the Medan City Police Department in Strengthening Community Systems. In 1st Aceh Global Conference (AGC 2018) (pp. 205-209). Atlantis Press.
Published
2024-06-30
How to Cite
SITUMORANG, Frandika et al.
ANALISIS GAYA KONSUMTIF MAHASISWA ILMU EKONOMI UNIMED: NAVIGASI HARGA DAN PROMO E-COMMERCE.
Jurnal Ekonomi dan Bisnis (EK&BI), [S.l.], v. 7, n. 1, p. 294-305, june 2024.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php/EKBI/article/view/1388>. Date accessed: 23 mar. 2025.
doi: https://doi.org/10.37600/ekbi.v7i1.1388.
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