Analisis Perilaku Konsumtif Terhadap Daya Beli Menjelang Lebaran (Studi Kasus Pada Aplikasi E-Commerce)
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Penelitian ini bertujuan untuk mengetahui perilaku konsumtif terhadap daya beli menjelang lebaran. Penelitian ini merupakan penelitian kualitatif dengan menganalisis data pada responden umur 21 tahun sebanyak 34 orang dan umur 22 tahun sebanyak 37 orang. Pengumpulan data menggunakan kuesioner. Teknik analisis data dengan uji validitas dan uji statistik. Variabel yang digunakan yaitu perilaku adaptif konsumtif dan impulsif. Hasil yang didapatkan yaitu Perilaku Adaptif berpengaruh positif dan signifikan terhadap daya beli. Semakin tinggi perilaku adaptif, maka daya beli konsumen akan semakin meningkat. Perilaku Kompulsif berpengaruh positif dan signifikan terhadap daya beli. Semakin tinggi perilaku kompulsif, maka daya beli konsumen akan semakin meningkat. Perilaku Impulsif berpengaruh positif dan signifikan terhadap daya beli. Semakin tinggi perilaku impulsif, maka daya beli konsumen semakin meningkat. Dapat disimpulkan bahwa menjelang lebaran perilaku konsumtif konsumen meningkat karena adanya faktor kebutuhan, dan keinginan membeli yang semakin tinggi karena banyaknya permintaan konsumen.
Kata kunci: Konsumtif; Daya Beli
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DOI: https://doi.org/10.37531/yum.v6i1.3671
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