PENGARUH KONFORMITAS, IKLAN, DAN GAYA HIDUP TERHADAP MINAT BELI MELALUI E- COMMERCE PADA MAHASISWA JURUSAN AKUNTANSI POLITEKNIK NEGERI SAMARINDA

Abstract

This study aims to determine the influence of conformity, advertising dan lifestyle on online buying interest through e-commerce to students majoring in accounting at the Samarinda State Polytechnic. This research uses a quantitative dan qualitative approach (mixed method), using primary data through questionnaires dan interview. The respondents in this study were 120 students of the Samarinda State Polytechnic. The Independent Variables used in this study are conformity, advertising, dan lifestyele. While the Dependent variable in this study is online buying nterest through e-commerce. In this study, the analysis tool used was multiple linear regression with the help of Statistikal Product dan Services Solutions (SPSS) software Version 22.T test showed that conformity variable is not influencing dan significant to online buying interest, advertising variable also not influencing dan not significance to online buying interest, but life style is influencing also singnificance to online buying interest . Futhermore, conformity, advertising, dan life style is simultaneously influencing dan significance to online buying interest. Quantitative data in this research is supported with qualitative data, respondents that has been interviewed opinied that conformity does not influencing online buying interest, advertising also doesn’t influencing online buying interest, but life style is influencing online buying interest. Dan confotmity, advertising,dan life style simultaneously influencing online buying interest.Kuantitative data that’s been supported with kualitatif data, furthermore enhance, broaden the kuantitative data with mentioning other factors that influencing online buying interest through e-commerce to students majoring in accounting at the Samarinda State Polythecnic.co