HABIT BELANJA MASYARAKAT DI ERA SOCIETY 5.0

Studi Masyarakat Sekitar Ponpes Sunan Drajat

Abstract

The purpose of this study was to determine the consumption behavior of the people around the Islamic boarding school Sunan Drajat Paciran Lamongan. People's spending habits in meeting daily basic needs or for self-existence have a unique pattern. The pattern of people's social behavior that is increasingly advanced and is now entering the era of society 5.0 has also penetrated the social behavior of people in the region. The research method uses descriptive quantitative research with the data analysis technique used is multiple regression analysis. The results showed that people's shopping habits in the social era by looking at cheap, quality, brand, and location variables had a joint effect on Consumer Buying Interest. As for partially, cheap and quality variables have a significant effect on buying interest. While the brand and location variables have no effect on buying interest.

Keywords: Habit, Consumption behavior, Society era 5.0

Abstrak

Tujuan penelitian ini untuk mengetahui kebiasaan perilaku konsumsi masyarakat sekitar ponpes sunan drajat paciran lamongan. Habit belanja masyarakat dalam memenuhi kebutuhan pokok sehari-hari atau demi eksistensi diri memiliki pola yang unik. Pola perilaku sosial masyarakat yang semakin maju dan kini memasuki era society 5.0 juga telah merambah pada perilaku sosial masyarakat di daerah. Metode penelitian menggunakan penelitian kuantitatif deskriptif dengan Teknik analisis data yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa habit belanja masyarakat di era sosicety dengan melihat variabel murah, kualitas, merk, dan lokasi berpengaruh secara bersama-sama terhadap Minat Beli Konsumen. Adapun secara parsial, variabel murah dan kualitas berpengaruh signifikan terhadap minat beli. Sedangkan variabel merk dan lokasi tidak berpengaruh terhadap minat beli.

Kata Kunci: Habit, Perilaku konsumsi, era Society 5.0