ANALISA PERILAKU KONSUMTIF COMMUNITY BASED: STUDI KASUS MEDIA E-COMMERCE PADA MAHASISWA DI KABUPATEN MERANGIN

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MUKHLIS YUNUS

Abstract

This study aims to determine the effect of the existence of E-Commerce on the Consumptive Behavior of Students in Merangin Regency. To see an overview of the influence of e-commerce on consumptive behavior. This type of research is a survey research with a quantitative approach. The population in this study were students in Merangin Regency who were included in the WhatsApp Group (WAG) which consisted of an alliance of students in Merangin Regency, namely STKIP, STIH, STAI and STIKES. With the number of respondents taken as many as 128 respondents, obtained through incidental sampling technique. Data collection is done by giving questionnaires given to students. The data analysis used is through the SEM analysis approach. Based on the results of the study the influence of customer service quality has a significant effect on customer satisfaction, with a T statistical significance test of 2.385, greater than the original sample of 0.372 with a significance of 0.000. <0.05.5% It shows that e-commerce has a significant effect on consumptive behavior.

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