TRANSFORMASI PERILAKU KONSUMEN MENUJU E-COMMERCE DI ERA DIGITAL : STUDI KASUS MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI MADIUN

Abstrak

Perilaku konsumen mencakup serangkaian proses mulai dari pencarian, pemilihan, pembelian, penggunaan, hingga evaluasi produk dan layanan untuk memenuhi kebutuhan dan keinginan. Penelitian ini bertujuan untuk: (a) mengetahui perilaku konsumen dalam beralih ke E-Commerce, (b) mengidentifikasi faktor yang memengaruhi keputusan berbelanja secara daring, (c) mengetahui tingkat kepercayaan terhadap transaksi online, (d) menganalisis kecenderungan perilaku konsumtif, (e) mengungkap kendala dalam belanja online, dan (f) mengetahui manfaat berbelanja online bagi mahasiswa Pendidikan Ekonomi Universitas PGRI Madiun. Pendekatan yang digunakan adalah kualitatif deskriptif, dengan teknik pengumpulan data melalui observasi, wawancara terhadap 31 responden aktif pengguna E-Commerce, dan dokumentasi. Analisis dilakukan secara induktif dan divalidasi melalui triangulasi data. Hasil penelitian menunjukkan bahwa mahasiswa cenderung beralih ke E-Commerce karena alasan kepraktisan, efisiensi, dan kemudahan akses informasi produk. Produk yang paling sering dibeli meliputi pakaian, kosmetik, perlengkapan kuliah, dan kebutuhan rumah tangga. Faktor utama yang memengaruhi keputusan belanja online adalah kemudahan akses, harga terjangkau, promo menarik, ulasan produk, fitur interaktif, serta metode pembayaran yang fleksibel. Mahasiswa cukup percaya terhadap platform populer seperti Shopee dan Tokopedia, dengan ulasan pengguna sebagai faktor utama pembentuk kepercayaan. Namun, diskon dan tampilan yang menarik kerap mendorong perilaku impulsif. Kendala utama adalah koneksi internet yang tidak stabil dan kekhawatiran terhadap keamanan data pribadi. Meski demikian, E-Commerce dinilai memberi manfaat, seperti efisiensi waktu, kemudahan transaksi, dan pengalaman pembelajaran yang relevan dengan bidang ekonomi digital.

Consumer behavior encompasses a series of processes and activities, starting from searching, selecting, purchasing, using, to evaluating products and services to fulfill their needs and desires. This study aims to: (a) identify consumer behavior in transitioning to E-Commerce, (b) explore the factors influencing online shopping decisions, (c) examine the level of trust in online transactions, (d) analyze factors that lead to more consumptive behavior in online shopping, (e) identify obstacles encountered by students when shopping online, and (f) understand the benefits of online shopping for students of the Economics Education Program at Universitas PGRI Madiun in the digital era. This study uses a descriptive qualitative approach, with data collected through observation, interviews with 31 active online-shopping respondents, and documentation. Data were analyzed inductively and validated through triangulation. The findings reveal that students tend to shift to E-Commerce due to its practicality, efficiency, and ease of accessing product information. Frequently purchased items include clothing, cosmetics, household goods, and academic supplies. Key influencing factors in online purchasing decisions are ease of access, affordable prices, attractive promotions, product reviews, interactive features, and flexible payment methods. Students show a moderate level of trust in popular platforms such as Shopee and Tokopedia, with product reviews playing a major role in building trust. However, discounts and visual appeal often drive impulsive purchases, indicating emotion-based rather than need-based decisions. The main obstacles faced include unstable internet connections and concerns over data privacy, especially regarding contact and payment information. Nevertheless, online shopping is seen as beneficial for saving time, accommodating students’ busy schedules, and providing educational experience in digital commerce relevant to their academic field.