The Influence Of Online Customer Reviews, Promotions And Buy Now Pay Later Payment Systems On The Consumptive Behavior Of Usu Faculty Of Economics And Business Students Shopee Market Place Users
| Authors | ||
| Issue | Vol 7 No 1 (2024): Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA) | |
| Section | Articles | |
| DOI: | https://doi.org/10.32734/lwsa.v7i1.1977 | |
| Keywords: | Online Promotions Payment Systems Consumptive Behavior | |
| Published | 2024-02-18 |
Abstract
This study aims to find out how the influence of Online Customer Reviews, Promotions and the "Buy Now Pay Later"
Payment System on Consumptive Behavior in Students of the Faculty of Economics and Business, University of North
Sumatra. The method used in this study is to use a quantitative method with an associative approach. The population in
this study were all undergraduate students of the Faculty of Economics and Business, University of North Sumatra,
totaling 648 people and the sample was 87 people. The data collection technique in this study was in the form of a data
collection tool test. Data collection tools used are questionnaires and literature studies. In this study the data analysis
technique used was quantitative data analysis and used the Statistical Path Analysis Method model, namely the
formative Partial Least Square (PLS) with the SmartPLS application. The variables in this study were measured using
existing indicators. The test in this study consists of an analysis of the outer model and analysis of the inner model. The
results of this study indicate that online customer reviews have a positive and significant effect on the consumptive
behavior of students of the Faculty of Economics and Business who use the Shopee Market Place, promotions have a
positive and significant effect on the consumptive behavior of students of the Faculty of Economics and Business who
use the Shopee Market Place, the “Buy Now Pay Later” Payment System. ” has a positive and significant effect on the
Consumptive Behavior of Students of the Faculty of Economics and Business who are Users of the Shopee Market
Place, and simultaneously the Online Customer Review Promotion and the “Buy Now Pay Later” Payment System has
a positive and significant influence on the Consumptive Behavior of Students of the Faculty of Economics and
Business who are Users of the Market Place Shopee.
