ANALISIS PERILAKU KONSUMTIF DAN DAYA BELI KONSUMEN PADA BELANJA ONLINE PASCAPANDEMI COVID-19 - Seven, Shella; Sihombing, Bonur; Diana, Diana; David, David (JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 2025)
Abstract: This study aims to definitively analyse consumptive behaviour and consumer purchasing power in online shopping after the COVID-19 pandemic partially and simultaneously. By using a causal type quantitative approach. A total of 200 respondents were selected using purposive sampling technique with the criteria of active e-commerce consumers in Medan City who shop through Shopee, Tokopedia, Lazada, Blibli and Bukalapak. Questionnaire survey data was collected using google form with a Likert scale which has been tested valid and reliable and passed the classical assumption test. After this data was analysed using multiple linear regression through SPSS version 24. The results showed that the variables of consumptive behaviour and consumer purchasing power as independent variables had a significant effect on online shopping after the COVID-19 pandemic partially and simultaneously. The coefficients of determination (R2) proves that the two independent variables are able to explain 25,4 per cent of the variation in online shopping, while the rest is influenced by other factors. The results of this study provide benefits as a reference for understanding post-pandemic consumer behaviour and help people make wise online shopping decisions. Keyword: Consumptive Behaviour, Consumer Purchasing Power, Online Shopping, Post-COVID-19 Pandemic Abstrak: Penelitian ini bertujuan untuk menganalisis secara pasti mengenai perilaku konsumtif dan daya beli konsumen pada belanja online pascapandemi COVID-19 ini secara parsial dan simultan. Dengan menggunakan pendekatan kuantitatif jenis kausal. Sebanyak 200 responden dipilih menggunakan teknik purposive sampling dengan kriteria konsumen aktif e-commerce di Kota Medan yang berbelanja melalui Shopee, Tokopedia, Lazada, Blibli dan Bukalapak. Data kuesioner dikumpulkan menggunakan google form dengan skala likert yang telah diuji valid dan reliabelnya serta lulus uji asumsi klasik. Kemudian data ini dianalisis menggunakan regresi linear berganda melalui SPSS versi 24. Hasil penelitian menunjukkan bahwa variabel perilaku konsumtif dan daya beli konsumen sebagai variabel independen berpengaruh signifikan pada belanja online pascapandemi COVID-19 secara parsial dan simultan. Nilai koefisien determinasi (R2) membuktikan bahwa kedua variabel independen mampu menjelaskan 25,4 persen variasi dalam belanja online, sedangkan sisanya dipengaruhi oleh faktor lain. Hasil dari penelitian ini memberikan manfaat sebagai referensi untuk memahami perilaku konsumen pascapandemi dan membantu masyarakat dalam membuat keputusan pembelanjaan online yang bijaksana. Kata kunci: Perilaku Konsumtif, Daya Beli Konsumen, Belanja Online, Pascapandemi COVID-19