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All Journal BJRM (Bongaya Journal of Research in Management) Journal of Economics, Bussiness and Management Issues
Lidya Anastasya
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Humanities Economics, Econometrics & Finance Education

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Analisis Perilaku Konsumen terhadap Minat Beli Produk Viral pada E-Commerce Shopee di Kota Makassar Achmad Ridha; Sudirman Kati; Handayani Hasan; Lidya Anastasya
Journal of Economics, Bussiness and Management Issues Vol. 1 No. 4 (2024): Juli-September
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jebmi.v2i3.394

Abstract

This study aims to analyze the influence of individual factors, psychological factors, and social environment factors on the purchase intention of viral products on E-Commerce Shopee among consumers in Makassar City. The research employs a quantitative approach with primary data collected through a questionnaire. The sample consists of 100 respondents selected using the Slovin formula sampling technique. Multiple regression analysis is applied to the data. The analysis results show that both individual factors and social environment factors have a positive and significant effect on the purchase intention of viral products, with t-values of 2.528 and 4.777 and significance levels of 0.013 and 0.000, respectively. In contrast, psychological factors have a positive but not significant effect on purchase intention, with a t-value of 1.910 and a significance level of 0.059. The conclusion of this study is that both individual and social environment factors significantly influence consumers' purchase intentions for viral products on Shopee, while the impact of psychological factors is statistically insignificant. These findings highlight the importance of personal and social aspects in influencing purchase decisions for viral products.
Ancaman Hedonisme di Era Literasi Keuangan: Studi Pengelolaan Keuangan Karyawan Generasi Z Lidya Anastasya
BJRM (Bongaya Journal For Research in Management) Vol. 8 No. 2 (2025): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v8i2.546

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan dan perilaku hedonisme terhadap pengelolaan keuangan pada karyawan Generasi Z di toko Alfamart di Kota Makassar. Generasi Z dikenal memiliki karakteristik yang lekat dengan kemajuan teknologi, konsumtif, serta keterlibatan tinggi dalam aktivitas e-commerce, sehingga rentan terhadap permasalahan dalam pengelolaan keuangan pribadi. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 55 responden yang dipilih melalui metode non-probability sampling. Data dianalisis menggunakan SPSS versi 26 dengan uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, dan uji t. Hasil penelitian menunjukkan bahwa baik literasi keuangan maupun perilaku hedonisme berpengaruh positif dan signifikan terhadap pengelolaan keuangan. Nilai koefisien regresi untuk literasi keuangan adalah 0,782, sementara perilaku hedonisme sebesar 0,212. Nilai koefisien determinasi (R²) sebesar 0,764 menunjukkan bahwa kedua variabel independen menjelaskan 76,4% variasi dalam pengelolaan keuangan. Temuan ini menggarisbawahi pentingnya peningkatan literasi keuangan dalam membantu Generasi Z membuat keputusan finansial yang bijak, meskipun perilaku hedonisme juga menjadi faktor yang tidak dapat diabaikan
Co-Authors Achmad Ridha Handayani Hasan Sudirman Kati