ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN BERBELANJA ONLINE PADA MAHASISWA DI ERA PANDEMI C0VID-19 (Studi Kasus Pada Mahasiswa Pendidikan Ekonomi IKIP PGRI Bojonegoro Angkatan 2017)

Pangastuti, Winda Nursita Dwi (2021) ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN BERBELANJA ONLINE PADA MAHASISWA DI ERA PANDEMI C0VID-19 (Studi Kasus Pada Mahasiswa Pendidikan Ekonomi IKIP PGRI Bojonegoro Angkatan 2017). EDUTAMA, - (-). -. ISSN 2548-281X (Unpublished)

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Abstract

The rise of shopping through online shops for students during the Covid-19 pandemic became one of the background problems in this study. This research is about consumer behavior towards online shopping. This study aims to find out what are the factors that influence consumer behavior towards online shopping on Economic Education students of IKIP PGRI Bojonegoro class of 2017 in the Covid-19 pandemic era. This study used a qualitative descriptive research design. Data was collected using questionnaire, interview and documentation methods. The instruments used to collect data are in the form of questionnaire guidelines and interview guidelines. To maintain the validity of the data, method triangulation and source triangulation activities were carried out. Data analysis activities begin with data collection, data reduction, data presentation, and drawing conclusions and verification. Based on the results of the data analysis, three conclusions were obtained from the results of the study as follows. First, internal factors that influence consumer behavior towards online shopping because of the price, quality, original photos of goods from buyer reviews, practical, and easy to make transactions. Make observations by comparing product prices from one online shop and another online shop. Second, external factors that influence consumer behavior towards online shopping are doing online shopping because of advertisements on TV and social media such as Instagram, Shopee and Zalora and following trends. 2 Third, in making decisions about consumer behavior towards online shopping, when the item is on discount, first look at the prices at one online shop and another online shop, when the product is sometimes needed sometimes not and if the item is liked, but does not have it. enough money students will save / can directly ask parents. Keywords: Consumer Behavior, Online Shop, Students, Covid-19 Pandemic

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