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All Journal Jurnal Reviu Akuntansi dan Keuangan EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JURNAL MUTIARA AKUNTANSI JURNAL MUTIARA MANAJEMEN Jurnal Pembelajaran dan Biologi Nukleus Community Engagement and Emergence Journal (CEEJ) Pelita Masyarakat Metta : Jurnal Ilmu Multidisiplin Journal of International Conference Proceedings Jurnal ABDIMAS MUTIARA JURNAL TEKNOLOGI, KESEHATAN DAN ILMU SOSIAL
Purba, Roberto Roy
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Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Pada Aplikasi Belanja Online Shopee (Studi Karyawan PT. Medan Gula Nusantara) Tambunan, Elisabet; Simanjuntak, Owen The Pinto; Purba, Roberto Roy; Paulina, Paulina
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 3 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i3.10449

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian konsumen pada aplikasi belanja online Shopee dengan studi karyawan PT. Medan Gula Nusantara. Shopee merupakan salah satu marketplace terbesar di Indonesia yang dikenal dengan strategi pemasaran agresif dan berbagai fitur menarik. Diketahui bahwa jumlah kunjungan aplikasi Shopee mengalami tren penurunan. Penurunan ini juga bisa mencerminkan berkurangnya minat pengguna akibat faktor seperti menurunnya daya beli, persaingan yang semakin ketat, atau perubahan kebijakan yang kurang disukai oleh konsumen. Jika tren ini terus berlanjut, maka dominasi Shopee di pasar e-commerce Indonesia dapat semakin melemah. Terdapat sejumlah hal yang diketahui memberikan pengaruh terhadap penurunan tersebut seperti diantaranya kepercayaan dan word of mouth. Populasi yang digunakan dalam penelitian ini adalah seluruh karyawan dari PT. Medan Gula Nusantara sebanyak 113 karyawan. Dikarenakan oleh jumlah populasi sebanyak 113 karyawan, maka teknik penentuan sampel menggunakan sampel jenuh dimana seluruh populasi dalam penelitian akan dijadikan sebagai sampel penelitian sehingga dapat dinyatakan bahwa sampel dalam penelitian ini adalah sebanyak 113 responden. Hasil penelitian menunjukkan bahwa secara parsial memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Shopee. Secara parsial memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Shopee. Kepercayaan (X1) dan Word of Mouth (X2) secara simultan memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Shopee.
Pengaruh Gaya Hidup Dan Kepercayaan Terhadap Keputusan Pembelian Konsumen Pada Lazada (Studi Kasus Pada Mahasiswa MTU Manajemen) Purba, Roberto Roy; Tambunan, Elisabet; Simanjuntak, Owen De Pinto; Steven, Steven
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 3 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i3.10450

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan kepercayaan terhadap keputusan pembelian konsumen pada Lazada (studi kasus pada mahasiswa MTU Manajemen). Lazada, salah satu e-commerce terbesar di Indonesia, menghadapi penurunan daya saing akibat promosi yang kurang agresif, inovasi layanan yang lemah, serta persepsi negatif terkait pengiriman dan layanan pelanggan. Meski telah berinovasi lewat fitur livestream dan AI, Lazada tertinggal dari pesaing seperti Shopee, Tokopedia, dan TikTok Shop, terlihat dari rendahnya persentase pengguna. Rendahnya kepercayaan konsumen terhadap kualitas produk dan ulasan turut menurunkan keputusan pembelian, membuat konsumen lebih memilih platform yang dianggap lebih terpercaya dan praktis. Populasi yang digunakan adalah seluruh mahasiswa Universitas MTU Medan yang melakukan pembelian menggunakan Lazada yang jumlahnya tidak diketahui secara pasti. Dikarenakan oleh jumlah populasi yang tidak diketahui, dapat dijelaskan bahwa perhitungan sampel dengan pendekatan rumus Lemeshow dapat digunakan untuk menghitung jumlah sampel dengan jumlah populasi yang tidak diketahui secara pasti sehingga diperoleh sebanyak 96 sampel. Hasil penelitian menunjukkan bahwa Gaya Hidup (X1) secara parsial memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Lazada. Kepercayaan (X2) secara parsial memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Lazada. Gaya Hidup (X1) dan Kepercayaan (X2) secara simultan memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Lazada.
Digitalization and Openness as Determinants of Accounting Students’ Readiness for Ai-Based Systems Heri Enjang Syahputra; Hasibuan, Renika; Purba, Roberto Roy; Sitanggang, Rianto; Sipayung, Alfarozy
Jurnal Reviu Akuntansi dan Keuangan Vol. 16 No. 1 (2026): Jurnal Reviu Akuntansi dan Keuangan
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jrak.v16i1.43149

Abstract

Objective: This study aims to analyze how digital exposure in the learning process and personality characteristics interact in shaping accounting students’ readiness to use Artificial Intelligence (AI) based accounting systems. The study integrates three main constructs digitalization of the learning environment (X1), the personality dimension of openness to experience (X2), and students’ psychological readiness (Z) into a unified structural model framework. This approach is developed to address the limitations of previous studies that generally examined these three variables separately, and therefore have not been able to comprehensively explain how digital technology exposure and individual characteristics simultaneously shape readiness to adapt to AI technology. Methodology/Approach: This study employs a quantitative approach with an explanatory research design aimed at testing the relationships among variables within the proposed model. A total of 150 accounting students from several universities in Indonesia participated as research respondents. Data were collected through structured questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The analysis stages included testing both the measurement model and the structural model, including indicator reliability, composite reliability, Average Variance Extracted (AVE), and discriminant validity using the Heterotrait–Monotrait Ratio (HTMT) approach. The structural model was evaluated through model fit indices such as SRMR and NFI, multicollinearity analysis using the Variance Inflation Factor (VIF), and model explanatory power through the R-square value and effect size (f²). To ensure the absence of common method bias, this study also applied the Harman single factor test and the full collinearity test. In addition, the testing of direct and indirect relationships, as well as the mediating role, was analyzed using the Variance Accounted For (VAF) calculation. Findings: The findings indicate that students’ readiness to adopt Artificial Intelligence (AI) based accounting systems is shaped through the interaction between digital learning exposure, the level of openness to experience, and students’ psychological readiness. A digitized learning environment contributes to enhancing students’ understanding and confidence when using AI-based tools, while the openness trait encourages the development of a more constructive attitude toward technological innovation. These findings affirm that readiness for AI implementation in accounting education is not determined solely by the availability of digital infrastructure, but is also strongly influenced by students’ emotional readiness and cognitive capacity. In this context, psychological readiness plays an important role as a connecting mechanism that transforms technological experiences and personality characteristics into actual adaptive capability. Practical Implications: This study provides recommendations for universities seeking to accelerate digital transformation in accounting education. Such efforts can be implemented through the development of AI integrated learning platforms, the optimization of Learning Management Systems (LMS), and the integration of cloud-based accounting applications into learning practices. In addition to strengthening technological infrastructure, educational institutions also need to pay attention to students’ psychological readiness, including the development of emotional regulation skills, the reduction of technology-related anxiety, and the enhancement of confidence in using AI based systems. Learning strategies should also consider students’ personality characteristics so that the process of technological adaptation can occur more effectively. Furthermore, improving lecturers’ competencies, providing AI literacy training, and establishing collaborations with industry are important steps to ensure alignment between academic competencies and technological demands in the workplace. Originality/Value:This study offers an integrative framework that simultaneously connects the digitalization of learning, personality factors, and psychological readiness in explaining readiness to adapt to AI an area that has rarely been comprehensively examined in accounting education research. The study not only strengthens the validity of theoretical pathways derived from the UTAUT theory, Big Five Personality, and Emotional Intelligence, but also provides a conceptual contribution by emphasizing the role of partial mediation as a key mechanism in shaping AI adaptation readiness among accounting students.
Co-Authors Anastasia Saragih Ceria, Putri Indah Daeli, Yakasi D Duha, Theresia Dyna Grace Romatua Aruan Elisabeth Tambunan Gulo, Videla Evan Elsia Heri Enjang Syahputra Idahwati Idahwati, Idahwati Irwadi, Irwadi Laia, Intan Juita Manalu, Anastasia Manihoni, Dameria Cyndi Marpaung, Rolando Muhammad Rahmat Nainggolan, Eva Margareth Owen De Pinto Simanjuntak Owen De Pinto Simanjutak Paulina Paulina Prayoga, Andre Purba, Idahwati Purba, Mery Lani Renika Hasibuan Rolando Marpaung Saragih, Maria Theresya Sarah, Eva Margareth Sarumah, Irama Satria Tirtayasa Siagian, Ernita Simanjuntak, Owen The Pinto Sinaga, Fernando H Sipayung, Alfarozy Siregar, Marupa Sitanggang, Rianto Siti Maimunah Steven Steven Tambunan, Elisabet Tambunan, Formaida Wati, Feni Wenti Trisna Yanti Zega Yufinta Rodearni Sitindaon