FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA DALAM BERBELANJA ONLINE DI MASA PANDEMI COVID19
Abstract
Indonesia telah menjadi salah satu pusat pertumbuhan E-commerce. Penelitian ini bertujuan untuk mengetahui dan memperoleh data serta informasi mengenai faktor-faktor yang mempengaruhi keputusan pembelian online mahasiswa selama masa pandemi Covid-19. Penelitian ini dilakukan di Universitas Klabat, Indonesia. 16 variabel diambil dari wawancara mendalam kepada 11 responden, diikuti dengan survei terhadap 150 mahasiswa yang dijadikan responden. Data dikumpulkan dengan kuesioner dan dianalisis dengan teknik analisis faktor menggunakan SPSS. Penelitian dengan jenis eksploratori berdasarkan analisis faktor ini mendapatkan 4 faktor penentu utama, dengan 16 variabel yang tetap signifikan. Faktor-faktor tersebut adalah: Biaya Yang Dipersepsikan, Strategi Keterlibatan Konsumen, Kondisi Pandemi, dan Manfaat Yang Dipersepsikan
Kata kunci: E-Commerce, Belanja Daring, Factor Analisis
References
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Sripalawat, J., Thongmak, M., & Ngramyarn, A. (2011). M-banking in metropolitan Bangkok and a comparison with other countries. Journal of computer information systems, 51(3), 67-76.
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Wu, S.I. (2003), The relationship between consumer characteristics and attitude toward online shopping, Marketing Intelligence and Planning, Vol. 21 No. 1, pp. 37-44.
Bayu, D. J. (2021, June 3). Pola Belanja online Di Kalangan Anak Muda Berubah saat Pandemi. Pusat Data Ekonomi dan Bisnis Indonesia - Databoks. https://databoks.katadata.co.id/datapublish/2021/06/03/pola-belanja-online-di-kalangan-anak-muda-berubah-saat-pandemi
Calvo-Porral, C. Lévy-Mangin, J. P. (2019). Profiling shopping mall customers during hard times. Journal of Retailing and Consumer Services, 48, 238–246. https://doi.org/10.1016/j.jretconser.2019.02.023
Chitungo, S. K., & Munongo, S. (2013). Extending the technology acceptance model to mobile banking adoption in rural zimbabwe. Journal of Business Administration and Education, 3(1), 51-79
Elrhim, M. A., & Elsayed, A. (2020). The effect of COVID-19 spread on the e-Commerce market: The case of the 5 largest e-Commerce companies in the world. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3621166
Frankenberg, E. Thomas, D. Beegle, K. (1999). The real cost of Indonesia’s economic crisis: Preliminary findings from the Indonesia family life surveys (Labor and Population Program Working Paper Series 99-04). RAND Corporation.
Gasperz, V. (1992). Teknik Analisis dalam Penelitian Percobaan. Bandung: Transito
Hartono, A., Ishak, A., Abdurrahman, A., Astuti, B., Marsasi, E. G., Ridanasti, E., Roostika, R., & Muhammad, S. (2021). COVID-19 pandemic and adaptive shopping patterns: An insight from Indonesian consumers. Global Business Review, 097215092110135. https://doi.org/10.1177/09721509211013512
Hasanat, M. W., Hoque, A., Shikha, F. A., Anwar, M., Hamid, A. B. A., & Tat, H. H. (2020). The Impact of Coronavirus (Covid-19) on E-Business in Malaysia, Asian Journal of Multidisciplinary Studies, 3(1).85-90.
Hampson, D. P. McGoldrick, P. J. (2013). A typology of adaptive shopping patterns in recession. Journal of Business Research, 66(7), 831–838. https://doi.org/10.1016/j.jbusres.2011.06.008
Hartono, A., Ishak, A. I., Abdurrahman, A., Astuti, B., Marsasi, E. G., Ridanasti, E., Roostika, R., & Muhammad, S. (2021). COVID-19 Pandemic and Adaptive Shopping Patterns: An Insight from Indonesian Consumers. Global Business Review, 09721509211013512.
Hasanov, J., & Khalid, H. (2015). The impact of website quality on online purchase intention of organic food in Malaysia: A WebQual model approach. Procedia Computer Science, 72, 382-389. https://doi.org/10.1016/j.procs.2015.12.153
Islam, A., Khan, M., Ramayah, T., & Hossain, M. (2011). The Adoption of Mobile Commerce Service among Employed Mobile Phone Users in Bangladesh: Self-efficacy as A Moderator, International Business Research Vol. 4, No. 2; April 2011, pp. 80-89.
Jung, H. Park, M. Hong, K. Hyun, E. (2016). The impact of an epidemic outbreak on consumer expenditures: An empirical assessment for MERS Korea. Sustainability, 8(5), 454. https://doi.org/10.3390/su8050454
Kaytaz, M. Gul, M. C. (2014). Consumer response to economic crisis and lessons for marketers: The Turkish experience. Journal of Business Research, 67(1), 2701–2706. https://doi.org/10.1016/j.jbusres.2013.03.019
Khan, A., Liaquat, S., Sheikh, J., & Pirzado, A. A. (2021). The impact of corona virus (COVID-19) on E-business in Pakistan. Journal of Contemporary Issues in Business and Government, 27(03). https://doi.org/10.47750/cibg.2021.27.03.011
Lambrechts, F. Voordeckers, W. Roijakkers, N. Vanhaverbeke, W. (2017). Exploring open innovation in entrepreneurial private family firms in low- and medium-technology industries. Organizational Dynamics, 46(4), 244–261. https://doi.org/10.1016/j.orgdyn.2017.05.001
Merdeka (2020, June 24). BOS BI Catat Penggunaan e-Commerce Meningkat Selama Pandemi Corona. Retrieved from: https://www.merdeka.com/uang/bos-bi-catat-penggunaan-e-commerce-meningkat-selama-pandemi-corona.html
Meodia, A. (2020, November 4). Ada 12 juta pengguna baru "e-Commerce" selama pandemi. Antara News. https://www.antaranews.com/berita/1821308/ada-12-juta-pengguna-baru-e-commerce-selama-pandemi
Pandey, A., & Parmar, J. (2019). Factors affecting consumer's online shopping buying behavior. SSRN Electronic Journal. doi:10.2139/ssrn.3308689
Salem, M. A., & Nor, K. M. (2020). The effect of COVID-19 on consumer behaviour in Saudi Arabia: Switching from brick and mortar stores to E-Commerce. International Journal of Scientific & Technology Research, 9(07), 15-28.
Sripalawat, J., Thongmak, M., & Ngramyarn, A. (2011). M-banking in metropolitan Bangkok and a comparison with other countries. Journal of computer information systems, 51(3), 67-76.
Trzebiński, W., Baran, R., & Marciniak, B. (2021). Did the COVID-19 Pandemic Make Consumers Shop Alone? The Role of Emotions and Interdependent Self-Construal. Sustainability, 13(11), 6361.
Urne, A. C, (2016). Impact Of E-Commerce On Consumer Buying Behaviour: A Review Of Existing Literature. Retrieved from https://www.researchgate.net/publication/ 343290488_Impact_of_E-Commerce_on_Consumer_Buying_
Viswanathan, V., Hollebeek, L. D., Malthouse, E. C., Maslowska, E., Jung Kim, S., & Xie, W. (2017). The dynamics of consumer engagement with mobile technologies. Service Science, 9(1), 36-49.
Wardani, A. S. (2020, November 24). Survei: Milenial Dan Genz Mendominasi Tren Belanja online Saat Pandemi. https://www.liputan6.com/tekno/read/4415768/survei-milenial-dan-genz-mendominasi-tren-belanja-online-saat-pandemi
WTO (n.d.). World Trade Organization - Global trade. Retrieve from: https://www.wto.org/english /news_e/news20_e/rese_04may20_e.htm
Wu, S.I. (2003), The relationship between consumer characteristics and attitude toward online shopping, Marketing Intelligence and Planning, Vol. 21 No. 1, pp. 37-44.
Published
2021-09-30
How to Cite
PANGEMANAN, Anthony Stafford; MATINDAS, Ernest Cornelius.
FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA DALAM BERBELANJA ONLINE DI MASA PANDEMI COVID19.
Klabat Journal of Management, [S.l.], v. 2, n. 2, p. 123-133, sep. 2021.
ISSN 2722-726X.
Available at: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/572>. Date accessed: 08 oct. 2025.
doi: https://doi.org/10.60090/kjm.v2i2.572.123-133.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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