Pengaruh Media Sosial Terhadap Perilaku Konsumtif Mahasiswa Farmasi Fakultas MIPA Universitas Cenderawasih Di Toko Online
Keywords:
Economic literacy, Students, Social Media, Online StoresAbstract
Abstract
One striking phenomenon in the use of social media is the increase in consumer behavior, especially through online shopping platforms. Aggressive product promotions by influencers and brands via social media often encourage students to make impulse purchases. Students, as a young age group who are in the stage of personality and lifestyle development, tend to be more susceptible to social influences around them. This research aims to analyze the influence of social media on students' consumptive behavior in online shops. The sample consisted of 50 students majoring in Pharmacy, Faculty of Mathematics and Natural Sciences. Data collection used a questionnaire with 28 questions. The data obtained will be analyzed using multiple linear regression and classical assumption tests and hypothesis testing will be carried out. The R Square value was obtained at 0.529, so it can be concluded that variable X has an influence of 52.9% and the remaining 47.1% is influenced by other outside variables.
References
Akalamkam, K., & Mitra, J. K. (2018). Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources: Business Perspectives and Research, 6(1), 42–60. https://doi.org/10.1177/2278533717730448.
Diez, Í., & Marco-Pallarés, J. (2021). Neurophysiological correlates of purchase decision-making. Biological Psychology. https://doi.org/10.1016/j.biopsycho.2021.108060.
Hudders, L., Jans, S., & Veirman, M. (2020). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40, 327 - 375. https://doi.org/10.1080/02650487.2020.1836925.
Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. https://doi.org/10.9744/pemasaran.14.1.25─34.
Joireman, J., & Durante, K. (2016). Editorial overview: Consumer behavior. Current opinion in psychology, 10. https://doi.org/10.1016/J.COPSYC.2016.06.011.
Juliana, Maria Ulfah, H. S. (2014). Pengaruh literasi ekonomi terhadap perilaku konsumsi mahasiswa Pendidikan Ekonomi FKIP UNTAN. Jurnal Pendidikan Dan Pembelajaran Khatulistiwa (JPPK), 3(3). https://doi.org/10.26418/JPPK.V3I3.4853
Kapoor, K., Tamilmani, K., Rana, N., Patil, P., Dwivedi, Y., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20, 531-558. https://doi.org/10.1007/S10796-017-9810-Y.
Keller, K. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?. Journal of Advertising, 45, 286 - 301. https://doi.org/10.1080/00913367.2016.1204967.
Kolmar, M. (2021). Behavioral Economics. Encyclopedia of Wireless Networks. https://doi.org/10.1002/9781119203056.ch3.
Melnyk, V., Carrillat, F., & Melnyk, V. (2021). The Influence of Social Norms on Consumer Behavior: A Meta-Analysis. Journal of Marketing, 86, 98 - 120. https://doi.org/10.1177/00222429211029199.
Mukarramah, M., Inanna, I., Hasan, M., Ahmad, M. I. S., & Nurdiana, N. (2020). Pengaruh Literasi Ekonomi terhadap Perilaku Konsumtif Mahasiswa. Indonesian Journal of Social and Educational Studies, 1(1), 96–101. https://doi.org/10.35580/IJSES.V1I1.15483
Munthe, M., & Fauzan, H. (2023). Perilaku Konsumtif Mahasiswa Terhadap Jual Beli Online Dalam Perspektif Islam. BISMA : Business and Management Journal. https://doi.org/10.59966/bisma.v1i02.185.
Rehman, S., Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open, 12. https://doi.org/10.1177/21582440221099936.
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: a social marketing review. Journal of Social Marketing. https://doi.org/10.1108/JSOCM-05-2018-0046.
Sreejesh, S., Paul, J., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism. Int. J. Inf. Manag., 54, 102155. https://doi.org/10.1016/j.ijinfomgt.2020.102155.
Yogesh, F., & Yesha, M. (2014). Effect of Social Media on Purchase Decision. Pacific Business Review International, 6(11), 45–51.
