PENGARUH PLATFORM E-COMMERCE TERHADAP PERILAKU PEMBELIAN KOMPULSIF PADA IBU RUMAH TANGGA DI KABUPATEN SIDENRENG RAPPANG

Ansari Abdillah; Muliadi  Mau; Alem Febri  Sonni

doi:10.59003/nhj.v5i2.1555

Authors

Ansari Abdillah Universitas Hasanuddin
Muliadi Mau Universitas Hasanuddin
Alem Febri Sonni Universitas Hasanuddin

DOI:

https://doi.org/10.59003/nhj.v5i2.1555

Keywords:

Platform, e-commerce, housewives, compulsive buying behavior (CBB), influence

Abstract

The development of technology has been a major factor behind the growth of e-commerce. The future of e-commerce in Indonesia is promising, with an estimated annual growth rate of 53.23%. By using e-commerce platforms, people can easily search for and select the products they wish to purchase. This convenience makes shopping a favored activity, not only for fulfilling needs and desires but also for influencing compulsive buying behavior. This study was conducted using a quantitative descriptive research methodology. This approach is useful for identifying relationships between two or more variables. The correlation analysis test results show that the calculated t-value is 8.064 with a p-value of <0.05. These research findings indicate that e-commerce platforms significantly influence compulsive buying behavior among housewives in Sidenreng Rappang Regency. The study relies on self-reported data, which may be subject to social desirability bias or inaccurate recall by participants. This study provides empirical evidence on how e-commerce platforms influence compulsive buying behavior, particularly among housewives in Sidenreng Rappang Regency.

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