Pengaruh Perilaku Konsumsi Mahasiswa Ekonomi Islam Unesa Terhadap Keputusan Pembelian Online di Marketplace Tokopedia

The Influence of Consumption Behavior of Unesa Islamic Economics Students on Online Purchase Decisions on the Tokopedia Marketplace

Zaman yang semakin berkembang diikuti oleh berkembangnya sistem jual beli yang ada pada masyarakat. Saat ini telah hadir banyak diantaranya marketplace yang dapat memenuhi kebutuhan pelanggan dengan menawarkan sistem jual beli secara online, salah satunya ialah Tokopedia. Perilaku konsumsi tiap individu dapat berdampak pada keputusan pembelian. Penelitian ini memiliki tujuan untuk mengidentifikasi perilaku konsumsi Mahasiswa Ekonomi Islam Universitas Negeri Surabaya terhadap keputusan pembelian online di marketplace Tokopedia dengan menggunakan regresi linear sederhana. Metode tersebut digunakan untuk menguji variable dengan analisis kuantitatif. Kuesioner dibagikan melalui google formulir kepada responden yang dipilih menggunakan teknik purposive sampling dengan penentuan jumlah sampe menggunakan rumus slovin. Jawaban responden yang telah terkumpul diukur dengan menggunakan skala likert. Hasil temuan pada penelitian ini, dinyatakan bahwa perilaku konsumsi Mahasiswa Ekonomi Islam Universitas Negeri Surabaya memiliki pengaruh terhadap keputusan pembelian online di marketplace Tokopedia.

The growing era was followed by the development of the buying and selling system that existed in the community. Currently, many marketplaces can meet customer needs by offering an online buying and selling system, one of which is Tokopedia. The consumption behavior of each individual can have an impact on purchasing decisions. This study aims to identify the consumption behavior of Islamic Economics Students, at the State University of Surabaya on online purchasing decisions in the Tokopedia marketplace using simple linear regression. This method is used to test variables with quantitative analysis. Questionnaires were distributed via google forms to respondents who were selected using a purposive sampling technique by determining the number of samples using the Slovin formula. Respondents' answers that have been collected are measured using a Likert scale. The findings of this study, it is stated that the consumption behavior of Islamic Economics Students at the State University of Surabaya influences online purchasing decisions in the Tokopedia marketplace.