THE INFLUENCE OF INFLUENCERS, PEERS AND EASE OF ACCESS TO ONLINE SHOPPING ON GEN Z CONSUMPTIVE BEHAVIOR AMONG STUDENTS OF THE FACULTY OF PSYCHOLOGY , STATE UNIVERSITY OF MAKASSAR
DOI:
https://doi.org/10.36526/sosioedukasi.v15i2.7983Keywords:
Influencers, Peers, Ease of Access to Online Shopping, Consumptive Behavior, Gen ZAbstract
This study aims to: 1) analyze the influence of influencers on Gen Z consumptive behavior among students of the Faculty of Psychology , State University of Makassar, 2) analyze the influence of peers on Gen Z consumptive behavior among students of the Faculty of Psychology , State University of Makassar, 3) Analyze the influence of easy access to online shopping on Gen Z consumptive behavior among students of the Faculty of Psychology , State University of Makassar, This study uses a descriptive quantitative approach with a population of 2,064 students, the number of samples was determined using the Non Probabilty Sampling method with the slovin formula and a sample of 87 students was obtained, Data collection techniques were carried out through a questionnaire based on Google Forms and documentation. The validity test used a bivariate Pearson correlation and the reliability test was measured with Alpha Cronbach. Data analysis in the form of descriptive and inferential statistical methods with the help of the IBM SPSS Statistics for Windows application The results showed that: The results showed that: 1) Influencers, Peers, and Ease of Access to Online Shopping in Generation Z students of the Faculty of Psychology , State University of Makassar were respectively in the "high" category with an average score of 58.60 (71.46%), 55.08 (76.50%), and 60.45 (76.53%). 2) Consumptive Behavior in Generation Z students of the Faculty of Psychology , State University of Makassar was in the "high" category with an average score of 58.42 and a percentage of 78.95%. 3) there is an influence of Influencers on Consumptive Behavior in Generation Z students of the Faculty of Psychology , State University of Makassar, with a value of sig. 0.000 < 0.05 and a t-value of 3.939 > t table 1.66278. 4) there is an influence of Peer on Consumptive Behavior in Generation Z students of the Faculty of Psychology , State University of Makassar with a value of sig. 0.000 < 0.05 and a t-value of 5.681 > t table 1.66278. 5) there is an effect of Easy Access to Online Shopping on Consumptive Behavior in Generation Z students of the Faculty of Psychology , State University of Makassar, with a value of sig. 0.000 < 0.05 and t-value calculated 4.206 > t table 1.66278. 6) there is a simultaneous influence of Influencers, Peers, and Ease of Access to Online Shopping on Consumptive Behavior in Generation Z students of the Faculty of Psychology , State University of Makassar, which is evidenced by an R Square value of 61.4%. Thus, it can be concluded that Influencers, Peers, and Ease of Access to Online Shopping have an impact on increasing Gen Z Consumptive Behavior among students of the Faculty of Psychology , State University of Makassar.
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