THE INFLUENCE OF SHOPEE E-COMMERCE AND PURCHASING DECISIONS ON CONSUMPTIVE BEHAVIOR AMONG EMPLOYEES AT DEHASEN UNIVERSITY BENGKULU

Abstract

This study aims to identify the effect of Shopee e-commerce and purchasing decisions on consumptive behavior. The method used in this research is quantitative with multiple linear regression analysis. The sample size used was 99, obtained from Slovin's formula calculation, using purposive sampling technique. The results of this research indicate that the Shopee e-commerce system (X1) has a significant effect on consumer behavior (Y) as seen from the significance value of 0.012 < 0.05, and purchase decisions (X2) have a significant effect on consumer behavior (Y) as seen from the significance value of 0.001 < 0.05. Simultaneously, Shopee e-commerce (X1) and purchase decisions (X2) have a significant effect on consumer behavior (Y) as indicated by the significance value of 0.001 < 0.05 with an R2 value of 21.2%.