TRANSFORMASI PERILAKU KONSUMEN MENUJU E-COMMERCE DI ERA DIGITAL : STUDI KASUS MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI MADIUN

Agustina, Devi (2025) TRANSFORMASI PERILAKU KONSUMEN MENUJU E-COMMERCE DI ERA DIGITAL : STUDI KASUS MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

Consumer behavior encompasses a series of processes and activities, starting from searching, selecting, purchasing, using, to evaluating products and services to fulfill their needs and desires. This study aims to: (a) identify consumer behavior in transitioning to E-Commerce, (b) explore the factors influencing online shopping decisions, (c) examine the level of trust in online transactions, (d) analyze factors that lead to more consumptive behavior in online shopping, (e) identify obstacles encountered by students when shopping online, and (f) understand the benefits of online shopping for students of the Economics Education Program at Universitas PGRI Madiun in the digital era. This study uses a descriptive qualitative approach, with data collected through observation, interviews with 31 active online-shopping respondents, and documentation. Data were analyzed inductively and validated through triangulation. The findings reveal that students tend to shift to E-Commerce due to its practicality, efficiency, and ease of accessing product information. Frequently purchased items include clothing, cosmetics, household goods, and academic supplies. Key influencing factors in online purchasing decisions are ease of access, affordable prices, attractive promotions, product reviews, interactive features, and flexible payment methods. Students show a moderate level of trust in popular platforms such as Shopee and Tokopedia, with product reviews playing a major role in building trust. However, discounts and visual appeal often drive impulsive purchases, indicating emotion-based rather than need-based decisions. The main obstacles faced include unstable internet connections and concerns over data privacy, especially regarding contact and payment information. Nevertheless, online shopping is seen as beneficial for saving time, accommodating students’ busy schedules, and providing educational experience in digital commerce relevant to their academic field.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Consumer Behavior, E-Commerce, Digital Era
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	DEVI AGUSTINA DEVI
Date Deposited:	13 Aug 2025 04:38
Last Modified:	13 Aug 2025 04:38
URI:	http://eprint.unipma.ac.id/id/eprint/3990

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