Kecenderungan Mahasiswa Perguruan Tinggi di Surabaya dalam Memilih E-Marketplace

Handayani, Wuri (2021) Kecenderungan Mahasiswa Perguruan Tinggi di Surabaya dalam Memilih E-Marketplace. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Peran internet saat ini sangat penting bagi masyarakat karena dapat meringankan pekerjaan, salah satunya adalah dapat berbelanja secara online. Kemudahan ini yang mendorong masyarakat mulai beralih dari berbelanja secara konvensional ke online, hal ini mengakibatkan banyak e-marketplace yang bermunculan. E-marketplace merupakan pihak ketiga yang mewadahi penjual dan pembeli dalam transaksi online. Mahasiswa yang berbelanja melalui e-marketplace memiliki keterbatasan kondisi seperti harus menghemat uang saku, sehingga memilih e-marketplace dengan harga yang lebih murah. Beberapa mahasiswa menggunakan lebih dari satu e-marketplace dan menggunakan e-marketplace yang sesuai dengan kebutuhan pada saat itu. Berdasarkan hal tersebut, maka dilakukan penelitian untuk mengetahui karakteristik dan pola kecenderungan mahasiswa pengguna e-marketplace dalam memilih e-marketplace dari aspek alasan menggunakan e-marketplace, aktivitas selain berbelanja, dan metode pembayaran yang paling sering digunakan. Hasil dari penelitian adalah mahasiswa pengguna e-marketplace Shopee cenderung beralasan karena memberikan keringanan, mempunyai aktivitas selain berbelanja yakni bermain game, dan memakai metode pembayaran e-wallet. Mahasiswa pengguna e-marketplace Tokopedia cenderung beralasan desain aplikasi yang menarik, mempunyai aktivitas selain berbelanja yakni mengikuti acara yang disediakan, dan memakai metode pembayaran transfer bank. Mahasiswa pengguna e-marketplace Bukalapak cenderung beralasan ulasan aplikasi, mempunyai aktivitas selain berbelanja yakni aktivitas lainnya, dan memakai pembayaran COD. ======================================================= The role of the internet today is very important for the community because it can ease the work, one of which is being able to shop online. This convenience that encourages people to start switching from conventional shopping to online, this resulted in many e-marketplaces popping up. E-marketplace is a third party that houses sellers and buyers in online transactions. Students who shop through the E-marketplace have limited conditions such as having to save pocket money, thus choosing an e-marketplace at a cheaper price. Some students use more than one e-marketplace and use an e-marketplace that suits their needs at the time. Based on the description, research was conducted to find out the characteristics and trends of students who use the e-marketplace in choosing the e-marketplace from the reason for using e-marketplaces, activities other than shopping, and payment methods that are most often used. The result of the study is that students of Shopee e-marketplace users tend to reason because it provides leniency, has activities other than shopping i.e. playing games, and using e-wallet payment methods. Tokopedia users tend to reason attractive application design, have activities other than shopping i.e. follow the events provided, and use the bank transfer payment method. Students of Bukalapak users tend to reason because of app reviews, have activities other than shopping i.e. other activities, and use COD payment methods.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Analisis Korespondensi, E-Marketplace, Statistika Deskriptif, Correspondency Analysis, Descriptive Statistics, E-Marketplace
Subjects: Q Science > QA Mathematics > QA278 Cluster Analysis. Multivariate analysis. Correspondence analysis (Statistics)
Divisions: Faculty of Vocational > 49501-Business Statistics
Depositing User: Wuri Handayani
Date Deposited: 19 Aug 2021 00:52
Last Modified: 19 Aug 2021 00:52
URI: https://repository.its.ac.id/id/eprint/88249

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