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American Journal of Economic and

Management Business

e-ISSN: 2835-5199

Vol. 2 No. 4 April 2023

Email: [email protected]c.id

This study analyzes the effect of e-commerce on consumptive behavior of undergraduate

students of economics education study program at STKIP Nurul Huda Sukaraja in East

OKU. This study uses a quantitative research design and path analysis techniques.

Research data was taken through a questionnaire with a population of 32 students and

research samples with population research. The initial hypothesis of this study assumes

that there is an influence of e-commerce on student consumptive behavior. This indicates

that students are able to manage or manage existing finances so that they are able to

prioritize needs.

The development of electronic technology is very supportive in human life.

Sophistication supported by global information both directly and indirectly can affect the

order of people's lives both in a social and economic transaction (Nikou et al., 2020).

Technology comes with various benefits and conveniences for humans in many ways,

such as the presence of the internet network. Internet (International Networking) is a

network that connects computers in the world (World Wide Network) so that it becomes

a cyberspace computer network (cyberspace) between computers one with another

computer can be connected or connected. With the existence of internet media, humans

can communicate from local to international, both social and economic. Through the

craftsmanship and convenience offered, it does not mean that there are no challenges for

in December 2018. Internet users in Indonesia are recorded at 86% doing online shopping

through any device. Wahyuningrum & Januarita, (2014) noted on a British research

institute, Merchant Machine which reported the 10 countries with the fastest e-commerce

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growth in the world. Indonesia ranked first with 78% growth in 2018. Harahap, (2018)

suggests that online shopping or also known as e-commerce is a transaction process used

through intermediary media such as online buying and selling sites or social networks

used to buy and sell money or services. E-commerce is now a habit by most individuals

because of the convenience obtained (Zhang et al., 2019). The online shopping sites that

are quite familiar among the public such as: Shopee, Lazada, BukaLapak, Berrybenka,

Tokopedia, JD.ID and Sociolla as well as online shop websites on Instagram (Rahmat &

Suryanto, 2020).

In the era of globalization like today, information technology has experienced many

and in accordance with consumer demand.

Shabur Mifta Maulana in Apriadi &; Saputra, (2017) e-Commerce is an electronic

buying and selling system from producer to consumer, from consumer to producer that

functions as an intermediary. Meanwhile, according to Jony Wong in Aco &; Endang,

(2017), E-Commerce is a business media with an electronic system. Such as radio,

television and computer networks or the internet. The existence of e-commerce is a

promising alternative solution to be applied in business. E-Commerce provides many

conveniences for its users, both from the seller (merchant) and from the buyer (buyer) in

conducting trade transactions, even though both parties are in different places. With the

presence of e-commerce, it greatly facilitates the process of every transaction so that it

(2014). Electronicsystems are very helpful for each user in meeting the needs of both

consumers and producers. So that E-commerce is able to become a liaison between

providers of goods and services with consumers. So that with e-commerce, every person

has the same opportunity and opportunity to succeed and compete in the business world.

E-commerce is an application for online sales in stores and consumers through

electronic transactions and can help stores in maximum product marketing Susandi &;

Sukisno, (2017) E-commerce is a term that is often used or heard today related to the

internet, where no one knows clearly the meaning of e-commerce. The following will be

explained the definition of e-commerce according to experts: a.) Electronic commerce or

also called e-commerce, is the use of communication networks and computers to carry

many people really use this e-commerce to increase income, but many of them are only

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consumers. Consumers often complain because they cannot control their consumptive

behavior. So that it affects people's consumptive behavior, the impact of consumptive

behavior is also not good because it will weaken the individual's economy.

From the explanation above, based on the researcher's observation, it applies among

female students as users of e-commerce services (Electronic Commerce) buying and

selling online. Based on information obtained from female students, especially the

economics study program of STKIP Nurul Huda, the majority are consumptive in terms

of fashion (bags, clothes, hijab, shoes, cosmetics). Where the majority is very contrary to

economic conditions and financial management literacy owned. So that it has an impact

Research on the influence of e-Commerce on consumptive behavior in the

community of Karang Panjang Village uses a quantitative method approach. Quantitative

research method is an approach that explains the value of a variable by processing existing

data into a number. While the research design provides an overview of the steps that must

be carried out systematically following the correct research rules. The research design

used in this study includes: 1) Descriptive Design This design aims to describe or describe

the characteristics of a particular phenomenon (research variable). This design can

provide an overview of the results of respondents' responses from questionnaires that have

been processed by researchers; 2) Causal Design This design aims to analyze the causal

relationship between the independent variable to the fixed variable or how the free

variable if the value of the independent variable increases or decreases. The data used is

usually on an interval or ratio scale.

The research was conducted at STKIP Nurul Huda Sukaraja Oku Timur, with the

unit of analysis being Economic Education Students Semester V located in the Nurul

Huda Islamic boarding school located in the East Oku Regency of South Sumatra. In

this study the authors set the sample at 25% x 472 = 117. In this study, researchers

collected data from various sources that researchers assessed in accordance with the

research material. Because this research is quantitative research, the techniques carried

out by researchers are as follows: Observation and Questionnaire

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Table 1. Description of E-commerce Usage

Score

Frequency

26 – 40

10 – 25

Total

From the table above, it can be seen that the use of e-commerce that has the highest

criteria that are often used is Facebook, Instagram, Shopee and Whatsap as many as 113

students or 96.6%, while those who have less usage criteria are tokopedia, lazadadan Jd.Id

Total

100%

From the table above, it can be seen that students who have a working profession

have high consumptive behavior, namely 109 members or 93.16%, while those who work

as students or have not worked have relatively low consumptive behavior as many as 8

members or 6.84%.

Dependent Variable:tot.y

Table 4 Model Summary

Type

R

R Square

1

.762

Dobtained the regression line equation Y = α+βX namely Y = 16.890 + 0.491X and

the regression results obtained r count = 0.762 and the significance level is 5% with N =

Discussion

Rudi Hartono, Mamluatun Ni’mah, Cici Widya Prasetyandari

123

As a continuation in this theory and research is the existence of findings in the field

that have conformity with data analysis. In this study, the relevant theory is related to

focusing the objectives of the problem as follows: how the influence of e-commerce on

people's consumptive behavior; In doing online shopping so that you have consumptive

behavior and how to find out whether people's consumptive behavior has an influence on

e-commerce.

The following will be explained by researchers about the findings obtained based

on data in the field. From the findings of previous research, there is an interest in cultural

industry theory in this theory critical property Patricia &; Handayani, (2014) on the

a medium that exerts influence, outside television, radio, and other conventional media.

Based on the theory used in the right research and in accordance with the analysis, the

following findings have been mapped and their relevance to the theory:

is the choice of researchers because it is a media that is often consumed by various

people today (Mufiddah, 2019). In this study, online shops became personal and group

consumption. Online shop is a source of information that each individual as a place

that supports his hobby or favorite who likes to shop. Based on this, the influence of

e-commerce on the consumptive behavior of STKIP Nurul Huda students" online shop

based on critical theory studies, especially culture industry theory, media exposure

makes some students or the public have false needs (Susan, 2019). This is due to

exposure to the media that consumes it. In this case, this causes people to make the

need for information, entertainment media, and lifestyles that make behavior

consumptive. With the existence of online shop media can make it easier for someone

who likes to shop and people who have hedonic behavior to meet their needs who are

never satisfied with the goods they have who always want to buy continuously. Online

shop media also raises needs - needs that are new and good models that make someone

want to continue to consume it for a need and get its own satisfaction (Sudrajat & Ant,

2016). From what is displayed by the online shop media will make someone to have

the same item used by someone who is a reference for him to follow buying the item.

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So, the needs that make individuals in consuming become hedonic and behave

consumptively.

CONCLUSION

The conclusion found is that working students tend to use e-commerce more often

and their consumptive behavior is higher at 109 members or 93.16%, compared to

students who have not worked. While their students are more likely to use e-commerce

less and their consumptive behavior tends to be lower by 8 members or 6.84%.

There is an influence of e-commerce on the consumptive behavior of economic

education students, this is shown by the correlation test data that has been carried out

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Semantik, 4(1).

Zhang, B., Du, Z., Wang, B., & Wang, Z. (2019). Motivation and challenges for e-

commerce in e-waste recycling under “Big data” context: a perspective from

household willingness in China. Technological Forecasting and Social Change,

144, 436–444.