ANALISIS PERILAKU KONSUMEN DALAM MEMBELI PRODUK DI ONLINE SHOP MENURUT PERSPEKTIF EKONOMI ISLAM

Abstrak

Penelitian ini bertujuan untuk mengetahui bagaimana perilaku konsumen dalam pembelian online pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sultan Ageng Tirtayasa. Meningkatnya penggunaan e-commerce di kalangan mahasiswa menjadi alasan penting dilakukannya penelitian ini, terutama untuk memahami bagaimana mereka mengambil keputusan ketika berbelanja secara online. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara dan observasi. Untuk memastikan keakuratan informasi, analisis data dilakukan dengan menggunakan teknik triangulasi. Hasil penelitian menunjukkan bahwa sebagian besar mahasiswa memiliki frekuensi belanja online yang cukup tinggi, yaitu sekitar 10 kali atau lebih dalam satu bulan. Meskipun demikian, mereka tetap berusaha membeli barang sesuai kebutuhan. Pilihan produk yang lengkap, harga yang lebih terjangkau dibandingkan toko offline, Kategori produk yang tertata, serta berbagai promo dan metode pembayaran, juga sangat memudahkan mahasiswa dalam menentukan pilihan. Sebagian informan merasa puas ketika barang yang diterima sesuai dengan pesanan, meskipun ada juga pengalaman kecewa karena barang tidak sesuai. Secara keseluruhan, kemudahan akses, kepraktisan, dan efisiensi waktu menjadi faktor yang paling mempengaruhi mahasiswa dalam melakukan pembelian online.

This study aims to determine consumer behavior in online purchases among students at the Faculty of Economics and Business, Sultan Ageng Tirtayasa University. The increasing use of e-commerce among students is a key reason for conducting this research, particularly to understand how they make decisions when shopping online. This study employed a descriptive qualitative method, with data collection techniques including interviews and observations. To ensure the accuracy of the information, data analysis was conducted using triangulation techniques. The results show that most students shop online quite frequently, around 10 times or more per month. Despite this, they still strive to purchase items according to their needs. However, impulse purchases still frequently occur when they find products they deem attractive, high-quality, or on sale at a lower price. A comprehensive product selection, more affordable prices compared to offline stores, and the convenience of the transaction process are the main reasons students prefer online shopping. Features available on e-commerce platforms, such as review columns, customer ratings, organized product categories, and various promotions and payment methods, also greatly facilitate student decision-making. Some informants were satisfied when the items they received matched their orders, although some experienced disappointment due to items that were not as ordered. Overall, ease of access, practicality, and time efficiency were the factors that most influenced students' online purchasing decisions.