Hubungan Social Proof dan Frugal Living dengan Keputusan Pembelian Online (Studi Kasus Konsumen pada Karyawan Sekolah X)

Frecillia, Frecillia (2025) Hubungan Social Proof dan Frugal Living dengan Keputusan Pembelian Online (Studi Kasus Konsumen pada Karyawan Sekolah X). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study examines the relationship between social proof and frugal living on online purchase decisions. The background is the rising popularity of online shopping, which is influenced by consumer reviews and frugal lifestyle considerations among school employees. A quantitative approach was applied with 100 school employees selected through purposive sampling. Data were collected using a Likert scale questionnaire distributed via Google Form, covering the Social Proof, Frugal Living, and Purchase Decision scales. Reliability values obtained were 0.895 for the Social Proof scale, 0.814 for the Frugal Living scale, and 0.9143 for the Purchase Decision scale, indicating strong internal consistency. Data were analyzed using simple regression for minor hypotheses and product moment correlation for the major hypothesis. The first minor hypothesis test showed that social proof significantly relates to purchase decisions with a significance value of 0.045. The second minor hypothesis test indicated that frugal living significantly relates to purchase decisions with a significance value of 0.000. The major hypothesis confirmed that social proof and frugal living jointly have a significant relationship with online purchase decisions, also with a significance value of 0.000. Based on these findings, it can be concluded that all proposed hypotheses were accepted.

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