Pengaruh Penggunaan Platform Digital Shopee Terhadap Tingkat Pembelian Pakaian Wanita Mahasiswi UMKO

Abstract

The development of e-commerce in Indonesia provides convenience for female students to shop. Shopee is part of the many largest digital platforms that influence consumer behavior. The purpose of this study is to analyze the effect of the use of digital platforms on the level of clothing purchases by UMKO female students. This study uses a quantitative method where questionnaires are distributed to 49 female students as respondents, with data distributed using questionnaires from this study having 2 variables where variable X is the influencing variable and variable Y is the influenced variable. The use of data calculations using SPSS version 26 software. With test results ranging from validity tests, reliability tests to simple linear ones were used to conclude research results study. From the results that have been obtained, it can be seen that there is a relationship and is positive, so it is said that the results are linear and also the results of the normality test are said to be normal. With this, it can be concluded that variables X and Y have a relationship and influence that is stated to be related to the use of the platform to the level of clothing purchases. The use of the Shopee digital platform is said to be effective because it increases the level of women's clothing purchases by UMKO female students. As a result, this can be used as a reference for the development of digital platforms and marketing among women, especially female students.