| NIM | F1A018037 |
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| Namamhs | RIZQI FAJAR WIDYANTO |
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| Judul Artikel | PERILAKU BELANJA ONLINE MAHASISWA JURUSAN SOSIOLOGI FISIP UNSOED |
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| Abstrak (Bhs. Indonesia) | Penelitian ini berjudul “Perilaku Belanja Online Mahasiswa Jurusan Sosiologi FISIP UNSOED” yang dilatarbelakangi oleh perkembangan teknologi digital dan meningkatnya penggunaan platform e-commerce di kalangan mahasiswa. Perubahan perilaku konsumsi dari belanja konvensional ke belanja online dipengaruhi oleh kemudahan akses internet, tren promosi digital, dan gaya hidup konsumtif di era modern. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi manfaat dan persepsi risiko terhadap perilaku belanja online mahasiswa, serta mengidentifikasi perbedaan perilaku antara mahasiswa laki-laki dan perempuan Sosiologi 2021. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif korelatif. Responden berjumlah 92 mahasiswa Jurusan Sosiologi angkatan 2021 yang dipilih dengan teknik sampel jenuh. Data dikumpulkan melalui kuesioner daring menggunakan skala Likert dan dianalisis dengan statistik deskriptif serta korelasi. Hasil penelitian menunjukkan bahwa persepsi manfaat memiliki pengaruh signifikan terhadap perilaku belanja online dan persepsi risiko juga memengaruhi perilaku belanja online meskipun dalam tingkat yang bervariasi. Terdapat perbedaan gender dalam perilaku belanja, di mana mahasiswa perempuan lebih cenderung membeli produk fashion dan kecantikan, sedangkan mahasiswa laki-laki lebih banyak membeli produk teknologi dan elektronik. Analisis menggunakan teori konsumsi Jean Baudrillard memperlihatkan bahwa perilaku belanja online mahasiswa tidak hanya didorong oleh kebutuhan fungsional, tetapi juga oleh faktor simbolik untuk menunjukkan identitas dan status sosial. |
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| Abtrak (Bhs. Inggris) | This study, entitled “Online Shopping Behavior of Sociology Students at the Faculty of Social and Political Sciences, Jenderal Soedirman University”, is motivated by the development of digital technology and the increasing use of e-commerce platforms among university students. The shift in consumption behavior from conventional shopping to online shopping is influenced by the ease of internet access, digital promotion trends, and a consumptive lifestyle in the modern era. The purpose of this research is to analyze the influence of perceived benefits and perceived risks on students’ online shopping behavior, as well as to identify behavioral differences between male and female students of the 2021 Sociology cohort. The study employs a quantitative approach with a descriptive-correlational method. The respondents consist of 92 Sociology students from the 2021 cohort, selected using a saturated sampling technique. Data were collected through an online questionnaire using a Likert scale and analyzed with descriptive statistics and correlation analysis. The findings indicate that perceived benefits have a significant influence on online shopping behavior, while perceived risks also affect shopping behavior, although at varying levels. Gender differences were found, where female students tend to purchase fashion and beauty products, while male students are more likely to purchase technological and electronic products. The analysis using Jean Baudrillard’s theory of consumption demonstrates that students’ online shopping behavior is driven not only by functional needs but also by symbolic factors to express identity and social status. |
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| Kata kunci | Perilaku Belanja Online, Persepsi Manfaat, Persepsi Risiko, Gender, Konsumsi Baudrillard |
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| Pembimbing 1 | Ign. Suksmadi Sutoyo |
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| Pembimbing 2 | Tyas Retno Wulan |
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| Pembimbing 3 | |
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| Tahun | 2025 |
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| Jumlah Halaman | 23 |
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| Tgl. Entri | 2025-08-27 14:20:28.153023 |
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