ANALISIS PERBEDAAN TINGKAT PERILAKU KONSUMTIF BELANJA ONLINE BERDASARKAN GENDER DENGAN METODE MANN-WHITNEY U
Article Sidebar
Main Article Content
Abstract
The development of digital technology has transformed consumer habits, particularly in online shopping. This phenomenon has led to the emergence of consumptive behavior among consumers from various backgrounds, including gender differences. This study aims to analyze the differences in the level of consumptive behavior in online shopping between men and women. The research employs a quantitative approach with a comparative method and the nonparametric Mann-Whitney U statistical analysis technique. The sample consisted of 20 respondents, comprising 10 men and 10 women, selected purposively. The research instrument was a Likert-scale questionnaire that had been tested for validity and reliability. Based on the Mann-Whitney U test results, the calculated U value was 13, which is lower than the critical U value (23), indicating a significant difference in the level of consumptive online shopping behavior between men and women. These results suggest that gender influences consumptive behavior in online shopping activities. The findings are expected to provide insights for businesses in developing gender-based marketing strategies.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
How to Cite
References
Fitriani, D. (2019). Pengaruh Gender Terhadap Keputusan Pembelian Produk. CCIT Journal, 99–107.
Lasmi, M. W. (2017). Manajemen Pasar Uang Dan Pasar Modal. Bandung: Pustaka Setia.
Nuraini, Maria, & Gitosudarmo, I. (2008). Identifikasi Perbedaan Gender Pada Gaya Pengambilan Keputusan Pembelian (decision making style). Yogyakarta: Universitas Gajah Mada.
Pratiwi, A. (2021). Perbedaan Perilaku Konsumtif Berdasarkan Jenis Kelamin dalam Belanja Online. DKI Jakarta: Universitas Esa Unggul.
Rabani, K. F., Shofie, M., Alfarizi, M. B., Fazri, M. H. H., Sutrisna, M., & Wardiyah, M. L. (2024). Analisis Statistik Pengaruh Kenaikan PPN Tahun 2025 Terhadap Harga Permintaan, Kondisi Pasar dan Sosial Ekonomi Indonesia. JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi, 3(2), 1315–1322.
Rania, A. B., Bulqiah, H., Azkia, G. F., Hidayat, W., Peristiwo, H., & Fitri, F. (2024). Analisis Perbedaan Perilaku Konsumsi Belanja Online Berdasarkan Gender pada Mahasiswa FEBI UIN Banten. Moneter: Jurnal Ekonomi dan Keuangan, 3.
Rossanty, Y. (2017). Analisis Prilaku Konsumen Berdasarkan Perbedaan Gender. Jurnal Manajemen Tools, 113–120.
Septiansari, D., & Handayani, T. (2021). Pengaruh Belanja Online Terhadap Perilaku Konsumtif. Jurnal Ekonomi dan Manajemen Teknologi (EMT), 53–65.
Siregar, M. R., Susanti, N., & Aslami, N. (2023). Perilaku Konsumtif Mahasiswa Berbelanja di E-Commerce Shopee pada Masa. As-Syirkah: Islamic Economics & Financial Journal, 115–128.
Sriwidadi, T. (2011). Penggunaan Uji Mann-Whitney. BINUS Business Review, 2(2), 751–762.
Sudjanarti, D., Khabibah, U., & Wardani, T. I. (2020). Pengaruh Orientasi Belanja dan Perbedaan Gender terhadap. Jurnal Akuntansi: Bisnis dan Humaniora, 7(2), 16–22.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.
Wanda, A., Setiawan, I., & Wardiyah, M. L. (2022). Penerapan PSAK 109 Pada Akuntansi Zakat, Infak dan Sedekah Di LAZ Al-Kasyaf Kabupaten Bandung. Jurnal Ilmu Ekonomi dan Bisnis Islam, 4(2), 112–132.
Wardiah, M. L. (2016). Teori Perilaku dan Budaya Organisasi. Bandung: Pustaka Setia.
Wardiyah, M. L. (2017). Manajemen Pasar Uang dan Modal.