FAKTOR-FAKTOR YANG MEMENGARUHI TREN PENGGUNAAN E-COMMERCE DI ERA PANDEMI COVID-19 (Studi Kasus Pada Mahasiswa Jurusan Akuntansi Universitas Negeri Malang Angkatan 2017-2020)

Dandy Miftahurahman, Miftahul Jannah, Thania Ayu Safira Meilindasari, Rizky Firmansyah

Abstract


Penelitian ini bertujuan untuk membuktikan faktor-faktor yang memiliki pengaruh terhadap naiknya tren penggunaan e-commerce di era pandemi. Terdapat empat variabel dalam penelitian ini, yaitu: kemudahan, kenyamanan, keefisienan, dan kesehatan. Responden pada penelitian ini sebanyak 308 mahasiswa Jurusan Akuntansi Universitas Negeri Malang Angkatan 2017-2020 yang diperoleh dengan menggunakan metode purposive sampling. Setelah dianalisis dengan menggunakan analisis regresi linear, diperoleh hasil bahwa keempat variabel tersebut, secara parsial dan simultan memiliki pengaruh yang positif terhadap penggunaan e-commerce sebagai tempat berbelanja.

Kata kunci : tren e-commerce, perilaku konsumen di era pandemi, riset pasar, e-commerce

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References


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