Faktor-Faktor Yang Mempengaruhi Mahasiswa Dalam Memilih Aplikasi Belanja Online (Suatu Analisa dengan Menggunakan Regresi Logistik Multinomial)

Abstract

The development of information and communication technology has changed consumer behavior, including online shopping activities. College students, as part of the digital generation, show a high interest in using online shopping applications such as Shopee, TikTok Shop, and Lazada. This study aims to determine the factors that influence students in choosing online shopping applications. The method used in this study is applied research with a quantitative approach, through the distribution of questionnaires to active students of the Mathematics Department, Padang State University, class of 2021-2024. Data were analyzed using multinomial logistic regression. The results show that promotion and logistics factors significantly influence the choice of the Shopee application, while promotion and product risk factors significantly influence the choice of TikTok Shop. Students prefer Shopee due to promotion and logistics factors, and choose TikTok Shop due to promotions, but tend to avoid TikTok Shop due to product risk factors.