(Universitas Muhammadiyah Pontianak, Pontianak, Kalimantan Barat, 78123, Indonesia)
(2) Fita Kurniasari
(Universitas Muhammadiyah Pontianak, Pontianak, Kalimantan Barat, 78123, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of online shopping experience and lifestyle on the consumptive behavior of students at Universitas Muhammadiyah Pontianak who shop through the TikTok Shop application. The research uses an associative quantitative approach with a sample of 100 students selected through purposive sampling. Data were collected using a questionnaire tested for validity and reliability. The results of multiple regression analysis show the equation Y = 1.148 + 0.285X₁ + 0.361X₂ with a correlation coefficient (R) of 0.669, indicating a strong relationship, while the coefficient of determination (R²) is 44.8%, meaning that online shopping experience and lifestyle influence consumptive behavior by 44.8%. The F-test results show that both variables simultaneously have a positive and significant effect on consumptive behavior with an F calculated value of 39.328 > F table of 3.09. The partial t-test also shows that both online shopping experience (t calculated 3.522) and lifestyle (t calculated 3.852) have a positive and significant effect. In conclusion, easy access and lifestyle trends encourage students to become more consumptive on the TikTok Shop platform. The implication is that students need to improve their financial literacy to shop more wisely. Future research is recommended to add other variables such as the influence of advertising, peer environment, or social media usage intensity to obtain more comprehensive results.
KeywordsOnline Shopping; Experience; Lifestyle; Consumptive Behavior
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DOIhttps://doi.org/10.33122/ejeset.v6i2.919 |
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