The Influence Of Social Environment, Cultural Factor, And Self-Concept On Consumptive Behavior Of E-Wallet Users In Madiun City

Abstract

This study is entitled "The Effect of Social Environment, Cultur Factor, and Self Concepts on Consumptive Behavior conducted on E-Wallet Users in the City of Madiun". The purpose of this study was to determine the effect of social environment, cultural factors, and self-concepts on consumer behavior in E-Wallet users in Madiun City. This research is a quantitative descriptive study, with data collection techniques through questionnaires. Sampling uses nonprobability sampling technique that is purposive sampling. With respondents as many as 100 people. Data analysis uses multiple linear regression analysis, classic assumption test, and hypothesis test (t test and F test). Based on the results of the t test, it was found that the significant value of the social environment variable (X1) was 0.647> 0.05, which means that the social environment had no significant effect on the consumptive behavior of e-wallet users in Madiun City. While the significance value of the t-count variable culture (X2) of 0.032 <0.05, which means that the culture factor has a significant effect on the consumer behavior of e-wallet users in Madiun City. While the significance value of the t-count variable self-concept (X3) is 0,000 <0.05, which means that the self-concept has a significant effect on the consumer behavior of e-wallet users in Madiun City. The result of the acquisition of Fcount is 9.607, which means Fcount> FTabel, that is 9.607> 2.70. So it can be concluded that there is a significant effect simultaneously (together) between social environment, cultural factors, and self-concept of the consumer behavior of e-wallet users in Madiun City.