Pengaruh Gaya Hidup, Pengalaman Dan Pendapatan Terhadap Minat Beli  pada Platform E-Commerce Shopee (Studi Wali Murid dan Guru SDN 02 Jeru Tumpang)

Meyla Nur Vita Sari

Authors

Meyla Nur Vita Sari Institut Agama Islam Sunan Kalijogo Malang

Keywords:

Lifestyle, shopping experience, income, purchase intention, E-commerce

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup, pengalaman berbelanja, dan pendapatan terhadap minat beli pada platform E-commerce Shopee di kalangan wali murid dan guru SDN 02 Jeru Tumpang. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan mengumpulkan data melalui kuesioner yang disebarkan kepada 86 responden yang dipilih secara acak. Hasil analisis regresi linier berganda menunjukkan bahwa ketiga variabel independen, yaitu gaya hidup, pengalaman berbelanja, dan pendapatan, memiliki pengaruh signifikan terhadap minat beli. Pengalaman berbelanja terbukti menjadi faktor yang paling dominan mempengaruhi minat beli, diikuti oleh gaya hidup dan pendapatan. Berdasarkan temuan ini, disarankan agar platform E-commerce seperti Shopee terus meningkatkan kualitas pengalaman berbelanja pengguna, menargetkan gaya hidup modern melalui kampanye pemasaran yang kreatif, dan menyediakan penawaran yang disesuaikan dengan segmen pendapatan yang berbeda. Upaya ini diharapkan dapat meningkatkan minat beli dan memperkuat daya saing di pasar E-commerce.

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