The Influence of Attitudes and Behavior on Online Shopping Consumptive Culture of Economics Education

Abstract

Background. The development of digital technology and easy access to online shopping platforms have driven changes in student consumption patterns. Student attitudes and behaviors are suspected to be factors influencing the formation of a consumer culture in online shopping activities

Aim. This study aims to analyze the influence of student attitudes and behaviors on the consumer culture of online shopping among Economics Education students at PGRI Jombang University.

Methods. The study used a quantitative approach with explanatory research. Data were collected through questionnaires distributed to 28 students using a simple random sampling technique. Data analysis was performed using descriptive statistics, correlation tests, and multiple linear regression.

Results. The results showed that partially, attitudes had a negative regression coefficient on the consumer culture of online shopping, but did not have a significant effect (β = -0.402; Sig. = 0.057). Behavior had a positive regression coefficient, but also did not have a significant effect on the consumer culture of online shopping (β = 0.063; Sig. = 0.602). Simultaneously, attitudes and behavior did not have a significant effect on the consumer culture of online shopping (F = 2.059; Sig. = 0.149). The coefficient of determination (R² = 0.141) indicates that the two variables only explain 14.1% of the variation in consumer culture, while 85.9% is influenced by factors outside the research model. Thus, students' online shopping consumer culture is influenced not only by attitudes and behaviors, but also by other factors such as social media, digital promotions, social environment, lifestyle, and economic conditions.