Keputusan Pembelian Online Saat Pandemi Covid 19 di Fakultas Ekonomi Dan Bisnis Universitas Dharma Andalas

This study aims to identify the behavior of online purchasing decisions by students during the Covid 19 pandemic at the Faculty of Economics and Business, Dharma Andalas University. The study population was 1,132 people and a sample of 296 people used the Slovin formula with the sampling technique using proportional sampling allocation. Data collection techniques using documentation studies, surveys and questionnaires obtained through field research. Data analysis was performed by multiple linear regression analysis. Before the data is analyzed, first the instrument test and classical assumption are tested. The research hypothesis was tested partially and simultaneously at the 5% significance level. The results showed that partially and simultaneously needs (X1), lifestyle (X2), ease to use (X3) and quality of information (X4) significantly influence purchasing decisions (Y),  ABSTRAK Penelitian ini  bertujuan untuk mengidentifikasi perilaku keputusan pembelian online olah mahasiswa saat pandemi covid 19  di Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas.  Populasi penelitian sebanyak 1.132 orang dan sampel 296 orang menggunakan rumus Slovin dengan teknik pengambilan sampel  secara alokasi proportional sampling. Teknik pengumpulan data menggunakan studi dokumentasi, survei  dan  angket yang diperoleh melalui field research. Analisa data dilakukan dengan analisis regresi linier berganda. Sebelum data dianalisis terlebih dahulu dilakukan uji  instrumen dan uji asumsi klasik. Hipotesis penelitian diuji secara parsial dan simultan pada tingkat signifikansi 5%. Hasil penelitian menunjukan bahwa kebutuhan (X1), gaya hidup (X2), kemudahan (X3) dan kualitas informasi (X4) berpengaruh secara signifikan terhadap keputusan pembelian (Y)