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Fita Kurniasari
Universitas Muhammadiyah Pontianak, Pontianak, Kalimantan Barat, 78123
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Online Shopping Experience and Lifestyle on the Consumptive Behavior of Students at Universitas Muhammadiyah Pontianak Using the TikTok Shop Application Aldo Putra; Fita Kurniasari
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.919

Abstract

This study aims to analyze the influence of online shopping experience and lifestyle on the consumptive behavior of students at Universitas Muhammadiyah Pontianak who shop through the TikTok Shop application. The research uses an associative quantitative approach with a sample of 100 students selected through purposive sampling. Data were collected using a questionnaire tested for validity and reliability. The results of multiple regression analysis show the equation Y = 1.148 + 0.285X₁ + 0.361X₂ with a correlation coefficient (R) of 0.669, indicating a strong relationship, while the coefficient of determination (R²) is 44.8%, meaning that online shopping experience and lifestyle influence consumptive behavior by 44.8%. The F-test results show that both variables simultaneously have a positive and significant effect on consumptive behavior with an F calculated value of 39.328 F table of 3.09. The partial t-test also shows that both online shopping experience (t calculated 3.522) and lifestyle (t calculated 3.852) have a positive and significant effect. In conclusion, easy access and lifestyle trends encourage students to become more consumptive on the TikTok Shop platform. The implication is that students need to improve their financial literacy to shop more wisely. Future research is recommended to add other variables such as the influence of advertising, peer environment, or social media usage intensity to obtain more comprehensive results.
The Influence of Brand Image and Service Quality on Customer Loyalty for Honda Motorcycles at Astra Motor Ahmad Yani Pontianak through Customer Satisfaction as an Intervening Variable Nita Aulia Putri; Fita Kurniasari
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.848

Abstract

This study aims to analyze the influence of brand image and service quality on customer loyalty for Honda motorcycles at Astra Motor Ahmad Yani Pontianak, with customer satisfaction as an intervening variable. This research uses an associative quantitative approach with the Structural Equation Modeling–Partial Least Squares (SEM–PLS) analysis technique using SmartPLS software. Data were collected from 100 respondents selected using purposive sampling. The results show that brand image and service quality have a positive and significant direct effect on customer satisfaction. The customer satisfaction variable also has a positive and significant effect on customer loyalty. Brand image is proven to have a direct effect on loyalty, while service quality does not have a direct effect on loyalty. The brand image and service quality variables have a positive and significant effect on customer loyalty through satisfaction as an intervening variable. The R² value shows that brand image and service quality can explain 51.4% of the variation in satisfaction, while brand image, service quality, and satisfaction together explain 72.3% of the variation in loyalty. The conclusion of this study emphasizes that a good brand image and consistent service play an important role in increasing satisfaction, which in turn strengthens customer loyalty. The practical implication is that Astra Motor Ahmad Yani needs to maintain a trustworthy brand reputation and continue to improve service quality evenly. Future research is suggested to examine other intervening variables such as trust or perceived value, as well as to expand the research object to different regions so that the results can be more generalizable.
Co-Authors Aldo Putra Nita Aulia Putri