FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM BELANJA ONLINE DI SHOPEE STUDI EMPIRIS MAHASISWA IAIN PONOROGO

Fatin Nuha, Nibrosa (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM BELANJA ONLINE DI SHOPEE STUDI EMPIRIS MAHASISWA IAIN PONOROGO. S1 thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

ABSTRACK
Nibrosa Fatin Nuha, NIM 21420716, Development Economics Study Program, Faculty of Economics, Universitas Muhammadiyah Ponorogo, Thesis: “Factors Affecting Consumer Behavior in Online Shopping at Shopee Empirical Study of IAIN Ponorogo Students”.

The rapid development of information and communication technology has inspired the business world to utilize it as the main medium in marketing products and services so as to influence consumer buying behavior from what used to be offline to online, and Indonesia is no exception. The purpose of this study was to determine simultaneously and partially the price, product quality, and shopping lifestyle variables on consumer behavior in online shopping for IAIN Ponorogo Campus Students. The data analysis method used in this research is quantitative method. is validity and reliability test, multiple linear regression test, and hypothesis testing. Using the population of the study were IAIN Ponorogo students who had shopped online at shopee with a sample size of 80. The results of the study indicate that price affects consumer behavior in online shopping. product quality, and lifestyle affect consumer behavior in online shopping.

Keywords: Consumer Behavior, Online Shopping, Price, Product Quality, Lifestyle

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Perilaku Konsumen, Belanja Online, Harga, Kualitas Produk, Gaya Hidup
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Faculty of Economic > Department of Economics and Development Studies
Depositing User:	fe . userfe
Date Deposited:	05 Nov 2025 08:25
Last Modified:	05 Nov 2025 08:25
URI:	https://eprints.umpo.ac.id/id/eprint/16726

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