PENGARUH E-COMMERCE DAN GAYA HIDUP TERHADAP PERILAKU KONSUMTIF GENERASI MILLENNIAL DALAM PEMBELIAN SECARA ONLINE MELALUI SHOPEE DI KOTA SURAKARTA

Abstract

This research aims to determine the influence of e-commerce and lifestyle on consumtive
behavior of the millennial generation in purchasing online via shopee in Surakarta City.
This research is a quantitative research. The population of this research are millennials
aged 17-25 years shopee e-commerce users in Surakarta City. While the samples taken
were 100 respondents with the sampling technique used was purposive sampling. The
analysis techniques used is multiple linear regression analysis, t test, F test, and
determination coefficient (R2). The conclusion of this study is as follows: (1). Based on the
results of the partial test (t-test), it can be concluded that the e-commerce variable partially
has a significant effect on the consumptive behavior of the millennial generation in online,
purchases through Shopee in Surakarta City so that the first hypothesis is declared
accepted, (2). Based on the results of the partial test (t-test), it can be concluded that the
lifestyle variable partially has a significant effect on the consumptive behavior of the
millennial generation in online purchases through Shopee in Surakarta City so that the
second hypothesis is declared accepted, And (3). Based on the results of the simultaneous
test (F-test), it can be concluded that the e-commerce and lifestyle variables simultaneously
have a significant effect on the consumptive behavior of the millennial generation in online
purchases through Shopee in Surakarta City