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All Journal Bima Journal : Business, Management and Accounting Journal
Syirah, Amelia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influence of Convenience, Price, and Social Media on Consumer Behavior in the Digital Era Syirah, Amelia; Sunarto, Andang; Efrianto, Eeng Juli
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 1 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.1.209-218

Abstract

Purpose: This study aims to determine the influence of convenience, price, and social media on consumptive behavior in the digital era. Methodology: The research employs a quantitative approach, using primary data collected through a Google Form questionnaire distributed to 93 respondents. Data analysis was performed using multiple linear regression with SPSS version 26. Results: The F-test results show that the variables of convenience, price, and social media collectively have a significant effect on consumptive behavior, with a significance value of 0.000 < 0.05. The t-test results confirm that each independent variable significantly influences consumptive behavior, with significance values below 0.05. Findings: The combined influence of convenience, price, and social media accounts for 30.7% of the variance in consumptive behavior, indicating a moderately strong effect on students’ purchasing habits. Novelty: This study provides valuable insights into how digital-era factors like convenience, price, and social media shape consumptive behavior among students, a topic not widely explored in current research. Originality: The study is original in its focus on students’ consumptive behavior in the context of the digital era, incorporating modern factors like social media into the analysis. Conclusions: Convenience, price, and social media significantly influence consumptive behavior, with a moderate effect on students’ purchasing decision. Type of Paper: Empirical research paper.
Co-Authors Andang Sunarto Efrianto, Eeng Juli