CD Skripsi

Pengaruh Penggunaan E-Commerce Shopee Terhadap Perilaku Belanja Online Mahasiswa Kota Pekanbaru

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E-commerce facilitates online retail, with shopee serving as a prominent platform. The prevalence of products and promotions captures consumers' attention, leading to an inevitable rise in online purchasing behaviour, especially among students. The study seeks to examine students' shopping behaviours on shopee and evaluate their impact through Jean Paul Baudrillard Consumer Society Theory. Quantitative research methodologies employ inferential statistical analysis. The research was conducted at the Fakultas Ekonomi dan Bisnis (FEB) Universitas Riau. The data collection employed surveys, observations, and documentation. The study population consisted of undergraduate students from the Fakultas Ekonomi dan Bisnis (FEB) at the Universitas Riau who used the shopee e- commerce platform. The sample was calculated using the Lemeshow formula, using a 10% margin of error in an unknown population, resulting in a total of 96 students. Sampling was conducted using purposive sampling, requiring participants to possess an active shopee account and to have utilised shopee consistently for shopping over the preceding four months. A basic regression test was employed for data analysis. The study's findings suggest that pictures, symbols, simulations, simulacra, and hyperreality intrinsically drive students' online purchasing behaviours driven by desire. The results of the data analysis indicate that Ha is accepted, leading to the rejection of H0, which signifies an influence of shopee’s e-commerce on students' online buying behaviours, as evidenced by a significance value of less than 0.10 (0.001 < 0.10).

Keywords : Shopping Desire, Behavior, Online Shopping, Shopee

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101110237

Penerbit

Pekanbaru : Universitas Riau FISIPOL Sosiologi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101110237

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

SOSIOLOGI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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