Determinan yang Mempengaruhi Mahasiswa di Kota Palembang dalam Melakukan Pembelanjaan Online Di Shopee

Dwi Rahmawati, Revina Indah Maretha

Abstract


Maraknya perkembangan digital, jual beli barang sangat memudahkan orang. Mereka hanya perlu melakukan pemesanan melalui smartphone atau ponsel mereka, dan barang akan dikirim langsung ke rumah mereka melalui kurir. Ini disebut "pembelian online". Ada banyak jenis jual beli yang bisa dilakukan secara online, seperti kegiatan jual beli melalui marketplace, e-commerce dan toko online. Penelitian ini bertujuan untuk mengetahui apa saja faktor penentu yang mempengaruhi pertimbangan pembelian barang di marketplace, sebagian Shopee, oleh mahasiswa di Kota Palembang. Sampel yang digunakan dalam penelitian ini adalah mahasiswa Universitas Palembang jurusan agroteknologi tahun akademik 2023/2024 yang melakukan pembelian secara online melalui Shopee Marketplace. Dalam penelitian ini, data dikumpulkan dengan menyebarkan kuesioner secara online kepada 124 responden, yang semuanya adalah mahasiswa di Universitas Palembang, program studi agroteknologi pada tahun akademik ganjil 2023 yang melakukan pembelian online melalui Shopee Marketplace. Ada lima determinan kuat yang mempengaruhi keputusan responden; kemudahan berbelanja di aplikasi Shopee, keramahan pengguna, fitur pencarian, proses pembayaran, privasi pelanggan. Namun demikian, ada juga faktor yang cukup mempengaruhi; kondisi toko offline, pertimbangan waktu, pembayaran tanpa uang tunai.

Kata Kunci: marketplace, shopee, belanja online

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References


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DOI: https://doi.org/10.37531/sejaman.v7i1.6576

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