Pengaruh Penerapan Penjualan Online (Aplikasi Alfagift) Terhadap Perilaku Konsumtif Konsumen Pada PT Sumber Alfaria Trijaya Tbk (Alfamart) Cabang Tembaga Raya
Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Penjualan Online (Aplikasi Alfagift) pada PT. Sumber Alfaria Trijaya Tbk (Alfamart) Cabang Tembaga Raya, penilitian ini menggunakan metode kuantitatif. Dalam penelitian ini menggukan sampel sebanyak 40 responden, teknik pengambilan sample yang digunakan adalah teknik probability sampling: sampel random sampling. Pengumpulan data primer diperoleh dari penyebaran kuesioner. Metodologogi yang digunakan yaitu Uji Normalitas, Uji Multikolinearitas, Uji Heteroskedastisitas dan Pengujian Hipotesis (Uji T secara Parsial dan Uji F secara Simulatan) Koefisien Determinasi dengan menggunakan software SPSS versi 25. Hasil penelitian ini secara parsial menunjukan hasil penelitian variabel Penjualan Online (X) berpengaruh secara positif terhadap Perilaku Konsumtif Konsumen (Y). Hal ini ditunjukkan dengan t hitung > t tabel yakni 1,702 > 1.684. Secara simultan variabel Penjualan Online (X) berpengaruh positif terhadap Perilaku Konsumtif Konsumen (Y), yakni F hitung > F tabel sebesar 11,724 >3,099. Berdasarkan hasil koefisien determinasi Penjualan Online terhadap Perilaku Konsumtif Konsumen berpengaruh secara simultan sebesar 55,7% dan selebihnya 44,3% dipengaruhi oleh variabel yang tidak diteliti.
Kata kunci : Penjualan Online dan Perilaku Konsumtif Konsumen
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