ANALYSIS OF THE TRANSFORMATION OF STUDENTS CONSUMPTIVE BEHAVIOR THROUGHT E-COMMERCE

Devi Hardianti Rukmana; Hikmatul Hasanah; Ainur Rofiq Sofa

Devi Hardianti Rukmana UIN Kiai Haji Achmad Siddiq Jember
Hikmatul Hasanah State Islamic University of Kiai Haji Achmad Jember
Ainur Rofiq Sofa Zainul Hasan Islamic University Genggong Probolinggo

Abstract

This research investigates the influence of e-commerce on students’ consumptive behavior at the Faculty of Islamic Economics and Business, Universitas Islam Negeri Kiai Haji Achmad Shiddiq Jember. Using a quantitative approach, data were obtained from 20 students across different study programs through random sampling and analyzed with statistical tests, including validity, normality, linearity, regression, and hypothesis testing. The results demonstrate that e-commerce has a significant and positive effect on consumptive behavior, as shown by the regression analysis (p = 0.016 < 0.05). Students tend to engage in impulsive buying driven by discounts, promotional offers, and lifestyle trends rather than actual needs. These findings highlight the role of e-commerce in shaping consumer lifestyles among students. The study suggests that students develop awareness and self-control strategies to reduce excessive consumption and prioritize essential needs over desires in online shopping activities.

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