Dinamika Perilaku Konsumtif Mahasiswa Kewirausahaan Satya Terra Bhinneka Terhadap Pengaruh Strategi Marketing E-Commerce Shopee di Era Digital

Authors

  • Vanesya Diandra Sianturi Universitas Satya Terra Bhinneka, Indonesia
  • Yunianda Stevany Simangunsong Universitas Satya Terra Bhinneka, Indonesia
  • Santa Vedora Siahaan Universitas Satya Terra Bhinneka, Indonesia
  • Dzaky Aulia Simanjuntak Universitas Satya Terra Bhinneka, Indonesia
  • Herry Wiliam Hutabarat Universitas Satya Terra Bhinneka, Indonesia
  • Christian Silalahi Universitas Satya Terra Bhinneka, Indonesia

DOI:

https://doi.org/10.57235/bima.v3i1.7832

Keywords:

E-Commerce, Perilaku Konsumtif, Mahasiswa, Transaksi Digital

Abstract

Perkembangan teknologi digital telah membawa dampak besar terhadap pola konsumsi masyarakat, khususnya di kalangan mahasiswa. Akses yang mudah, fitur pembayaran instan, serta berbagai tawaran dari platform e-wallet dan e-commerce mendorong mahasiswa untuk lebih aktif melakukan transaksi secara digital. Penelitian ini bertujuan untuk mengkaji bagaimana penggunaan e-wallet dan e-commerce memengaruhi perilaku belanja mahasiswa di era digital. Metode yang digunakan adalah literatur study. Hasil penelitian menunjukkan bahwa sebagian besar mahasiswa merasa lebih mudah dan nyaman melakukan transaksi digital dibandingkan dengan menggunakan uang tunai. Selain itu, promosi dan diskon terbukti sangat berpengaruh terhadap keputusan pembelian dan menciptakan peningkatan belanja yang bersifat impulsif. Temuan ini menegaskan perlunya pendidikan mengenai literasi keuangan digital agar mahasiswa dapat mengelola keuangan mereka dengan bijaksana dan tidak terjebak dalam gaya hidup konsumtif.

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References

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Published

2026-01-31

Issue

Vol. 3 No. 1 (2026): Januari 2026

Section

Articles

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