COMPARATIVE ANALYSIS OF LIFESTYLE AND PURCHASING DECISIONS ON THE SHOPEE MARKETPLACE: A STUDY OF MALANGKUCECWARA COLLEGE STUDENTS

  • Nunung Nurastuti Utami Program Studi Manajemen STIE Malangkucecwara Malang, Indonesia

Keywords

Comparison, marketplace, shopee, lifestyle, purchasing decisions, Student

Abstract

This study aims to analyze differences in lifestyle and purchasing decisions on the Shopee marketplace between male and female students. Using an independent sample t-test, the results of the t-values ​​on lifestyle and purchasing decisions between male and female students were 1.116 (sig: 0.27) and -2.780 (sig: 0.007), respectively. This indicates that there is no difference in lifestyle between male and female students, but there is a difference in purchasing decisions on the Shopee marketplace between male and female students.Based on the research findings, it is recommended that lifestyle policies should not be treated differently; however, to improve purchasing decisions, a specific strategy for student purchases is needed. Further research is needed to examine factors related to the lifestyle and purchasing decisions of male and female students using different analysis methods.

Downloads

Download data is not yet available.

References

[1] Firdaus, M. I., Azizah, P. N., & Sa’adah, R. (2022). Pentingnya digital marketing sebagai strategi pemasaran umkm di era 4. 0. Jurnal Graha Pengabdian, 4(2), 154–162. https://doi.org/10.17977/um078v4i22022p154162

[2] Gellysa Urva, Pratiwi, M., & Oemara Syarief, A. (2022). Optimalisasi media sosial sebagai penunjang digital marketing. ABDINE: Jurnal Pengabdian Masyarakat, 2(1), 56–61. https://doi.org/10.52072/abdine.v2i1.301

[3] Haryanto, A. T. (n.d.). Jumlah pengguna internet ri tembus 212,9 juta di awal 2023. detikinet. Retrieved November 29, 2023, from https://inet.detik.com/telecommunication/d-6582738/jumlah-pengguna-internet-ri-tembus-212-9-juta-di-awal-2023

[4] Kusmarini, R. A., Sumarwan, U., & Simanjuntak, M. (2020). The Effect of Atmosphere Perception, Perceived Value, And Hedonic Value on Consumer Loyalty Through The Service Quality of Warunk Upnormal. Indonesian Journal of Business and Entrepreneurship, 6(1), 53–65. https://doi.org/10.17358/ijbe.6.1.53

[5] Paramitha, M. P., Mustofiyah, N., Salim, R. A. R., & Rieuwpassa, D. O. (2022). Peran digital marketing sebagai langkah peningkatan kinerja umkm di era revolusi industri 4. 0. Prosiding National Seminar on Accounting, Finance, and Economics

[6] Prasetyowati, A., Martha, J. A., & Indrawati, A. (2020). Digital marketing (N. A. Fransiska, Ed.). Edulitera (Anggota IKAPI – No. 211/JTI/2019). https://repository.um.ac.id/1150/

[7] Purwianti, L., Niawati,  1, & Kunci, K. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak. SEIKO : Journal of Management & Business, 5(1), 2022–2356. https://doi.org/10.37531/sejaman.v5i1.1664

[8] Supardin, L., & Tamansiswa, U. S. (2022). The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision. Journal of Economics and Sustainable Development, August. https://doi.org/10.7176/jesd/13-8-09

[9] Yuliastuti, N., Sukmawati, A. M. awanah, & Purwoningsih, P. (2018). Utilization of social facilities to reinforce social interaction in formal housing. Archnet-IJAR, 12(1), 134–151. https://doi.org/10.26687/archnet-ijar.v12i1.1295

[10] Wasiat, F. A. I., & Bertuah, E. (2022). Pengaruh digital marketing, social media influencer terhadap niat beli produk fashion pada generasi milenial melalui customer online review di instagram. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan

30-06-2026