Efektivitas Online Shop terhadap Kemudahan Belanja Mahasiswa di Yogyakarta The Effectiveness of Online Shops in Facilitating Students' Shopping in Yogyakarta

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Page Numbers: 1301-1313
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Published: Dec 25, 2024
Digital Object Identifier: 10.58578/arzusin.v4i6.4450
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Authors:
Muhammad Rizqi Pratama1*, Intan Nur Khotimah2, Rona Huriya Taqya3
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Muhammad Rizqi Pratama
Universitas Mercu Buana Yogyakarta
Intan Nur Khotimah
Universitas Mercu Buana Yogyakarta
Rona Huriya Taqya
Universitas Mercu Buana Yogyakarta

Abstract

This study aims to examine the influence of Online Shop Effectiveness and Ease of Online Shopping on the shopping experience of students in Yogyakarta. In an increasingly digital era, students, as a group heavily reliant on technology, are opting for e-commerce platforms to fulfill their shopping needs. This research uses a quantitative approach with a sample of 105 students living in Yogyakarta. Data were collected through questionnaires, which were tested using validity, reliability, normality, and hypothesis testing. The results show a significant influence of Online Shop Effectiveness and Ease of Online Shopping on students' satisfaction and convenience in online shopping, with a significance value of 0.00. These findings indicate that factors such as ease of navigation, fast delivery, and flexible payment methods contribute significantly to a positive shopping experience for students. The implications of this research provide insights for e-commerce platform managers to improve their services to meet the growing demand of the student market. This study also contributes to the development of the Technology Acceptance Model (TAM) theory in the context of e-commerce in Indonesia.

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How to Cite
Pratama, M. R., Khotimah, I. N., & Taqya, R. H. (2024). Efektivitas Online Shop terhadap Kemudahan Belanja Mahasiswa di Yogyakarta. ARZUSIN, 4(6), 1301-1313. https://doi.org/10.58578/arzusin.v4i6.4450

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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