THE INFLUENCE OF E-COMMERCE ON COMMUNITY CONSUMPTIVE BEHAVIOR IN MEDAN CITY
Abstract
This research aims to analyze the influence of e-commerce on people's consumer behavior. E-commerce has experienced rapid development in recent years and has changed consumer shopping patterns significantly. The research method used is a quantitative survey with data collection through questionnaires distributed to respondents who actively shop online. The research results show that there is a significant positive correlation between the use of e-commerce and increased consumer behavior. Factors such as ease of access, various promotions and discounts, and ease of transaction processes encourage consumers to make impulse purchases more often. This research concludes that although e-commerce provides many benefits and conveniences, it also has the potential to increase unplanned consumer behavior. These findings are important for e-commerce industry players and policy makers to develop strategies that can reduce the negative impact of consumer behavior.
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