KATEGORI DAN LAYANAN E-COMMERCE TERHADAP DAYA BELI DI KALANGAN MAHASISWA

Abstract

The rapid development of e-commerce influences people's purchasing power, including students who are affected by services provided by e-commerce. The purpose of this article is to explain the categories of e-commerce and services that are presented to students' purchasing power at online stores. The method of this research is the method of correlation with the subjects of S1 and S2 students in one of the universities in Bandung, the research instruments are questionnaires, and secondary data in analyzing the response to services provided by e-commerce. The results of the study show that the purchasing power of students towards e-commerce is within the limits of the need not yet on the consumer aspect. However, the e-commerce service or platform provided changes the perspective of students from conventional shopping to online shopping. There is a correlation between service and purchasing power with a high correlation value of 0.985 and a positive influence between services or e-commerce platforms on student purchasing power at online stores. Pesatnya perkembangan e-commerce mempengaruhi daya beli masyarakat tidak terkecuali mahasiswa yang terpengaruh dengan layanan yang diberikan e-commerce. Tujuan artikel ini adalah untuk menjelaskan kategori e-commerce dan layanan yang disajikan terhadap daya beli mahasiswa pada toko online. Metode penelitian ini adalah metode korelasi dengan subjek penelitian mahasiswa S1 dan S2 salah satu perguruan tinggi di Bandung, isntrumen penelitiannya angket, dan data sekunder dalam menganalisa respon terhadapa layanan yang diberikan oleh e-commerce. Hasil penelitian menunjukkan bahwa daya beli mahasiswa terhadap e-commerce dalam batas kebutuhan belum pada aspek konsumtif. Namun layanan atau platform e- commerce yang diberikan mengubah cara pandang mahasiswa dari belanja konvensional ke belanja online. Ada korelasi antara layanan terhadap daya beli dengan nilai korelasi tinggi sebesar 0,985 dan adanya pengaruh positif antara layanan atau platform e-commerce terhadap daya beli mahasiswa pada toko online.

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