The Influence Of E-commerce on The Consumptive Behavior of Non-Formal Education Students

Abstract

This study aims to analyze the influence of e-commerce on the consumptive behavior of students of Nonformal Education Study Program (PNF) of Semarang State University (UNNES). In the digital era characterized by ease of access and wide variety of products, e-commerce has become an integral part of students' lives. This study used a quantitative approach. Quantitative data were collected through a survey with questionnaires distributed to UNNES PNF students. The results showed that e-commerce has a significant influence on the consumptive behavior of UNNES PNF students. Factors such as ease of access, attractive promotions, and product variations are the main drivers for students to shop online. However, this also has an impact on increasing unplanned consumptive behavior. This research provides insight into how e-commerce shapes students' consumptive behavior.