ANALISIS PERILAKU KONSUMTIF MAHASISWA DITINJAU DARI MOTIF PEMBELIAN MAKANAN DAN PRODUK FASHION SECARA ONLINE

Abstract

This study aims to find out how the motives of online transactions for students of the UIN Raden Mas Said Surakarta in purchasing food and fashion products. This study uses a qualitative method with the type of focused interviews. This research uses documentation and semi-structured interview techniques. The results of this study are students choose online transactions. In the use of online transactions, students are used only at certain times and the payment method chooses the transfer method. Purchasing food products online students have considerations by looking at the store rating, number of buyers, tastes, store addresses, prices, ingredients and others. Not much different from the consideration of buying fashion products, where students see buyer reviews in the form of photos of products received by buyers, number of buyers, store and product ratings, prices, store addresses and others. Other findings obtained in this study indicate that one of the factors behind students choosing shopping media is taste and urgency. The results of this study can be used as consideration in developing a marketing strategy for an online business.Keywords: Consumption Behavior; Purchase Considerations; Online Transaction