Pengaruh Media Sosial, E-Lifestyle dan Budaya Digital Terhadap Perilaku Konsumtif

Abstract

Technology and information in Indonesia are growing over time. The use of internet media is also growing and increasing. This growth is supported by the growing use of mobile devices, especially smartphones. This research aims to find out how much influence social media, e-lifestyle and digital culture have on the consumptive behavior of Go Food services in the Jakarta area. This study assessed in terms of consumptive behavior with the presence of social media, e-lifestyle and digital culture. By using a quantitative approach with research instruments in the form of questionnaires. The population used in this study was go food users in the Jakarta area with sampling techniques using Krejie tables of 270 respondents. The data analysis technique used in this study is multiple linear regression analysis using SPSS. Based on the results of the analysis in this study concluded that: (1) Social media has an effect on consumptive behavior; (2) E-Lifestyle affects consumptive behavior; (3) Digital culture affects consumptive behavior. Simultaneously social media, e-lifestyle and digital culture have an influence on consumptive behavior. The magnitude of influence shown by the coefficient of determination of 0.865 shows that 86.5% of consumptive behavior is influenced by social media, e-lifestyle and digital culture and the remaining 13.5% is explained by other variables not used in the study.