Published: 2026-06-01
Pengaruh Shopping Lifestyle dan Brand Image Terhadap Purchase Decision Dalam Menggunakan Metode COD di Platform Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Garut
DOI: 10.35870/jemsi.v12i3.6428
Abstract
This study examines consumer behavior in purchase decision-making on the Shopee e-commerce platform, particularly among consumers who use the Cash on Delivery (COD) payment method. The object of this research is Shopee users who choose the COD system when making online purchase transactions, as this payment method is perceived to provide greater security, convenience, and flexibility in online shopping. The research problem arises from inconsistencies in previous empirical findings regarding the influence of lifestyle and brand image on purchase decisions, as well as the limited number of studies that specifically investigate the behavior of Shopee consumers using the COD payment method. Therefore, this study aims to analyze the effect of lifestyle and brand image on the purchase decisions of Shopee consumers who use COD, both partially and simultaneously. This research employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to respondents selected using a purposive sampling technique. The research instruments were tested for validity and reliability to ensure measurement accuracy. Data analysis was conducted using multiple linear regression with a significance level of 0.05, supported by classical assumption tests, t-tests, F-tests, and the coefficient of determination. The results indicate that lifestyle has a positive and significant effect on the purchase decisions of Shopee consumers using COD, suggesting that consumers’ activities, interests, and opinions play an important role in shaping purchase decisions. In contrast, brand image does not have a significant partial effect on purchase decisions. Simultaneously, lifestyle and brand image contribute to explaining variations in purchase decisions, although other factors outside the research model also influence consumer behavior. In conclusion, the purchase decisions of Shopee consumers using the COD payment method are more strongly influenced by internal factors, particularly lifestyle, than by brand image.
Keywords
Shopping Lifestyle; Brand Image; Purchase Decision; Cash on Delivery; Shopee
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 3 (2026)
-
Section: Articles
-
Published: 2026-06-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jemsi.v12i3.6428
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Hilman Rismanto, Universitas Garut
Universitas Garut, Garut, Jawa Barat, Indonesia.
Intan Permatasari, Universitas Garut
Universitas Garut, Garut, Jawa Barat, Indonesia.
Anto Purwanto, Universitas Garut
Universitas Garut, Garut, Jawa Barat, Indonesia.
Sintia Rahmawati, Universitas Garut
Universitas Garut, Garut, Jawa Barat, Indonesia.
Pani Agustriani, Universitas Garut
Universitas Garut, Garut, Jawa Barat, Indonesia.
-
Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep umum populasi dan sampel dalam penelitian.
-
Astana, I. G., & Amanda, P. A. (2019). Pengaruh shopping lifestyle, price discount dan product quality terhadap impulse buying di UD. Kharisma Desa Tamblang.
-
Awaliyah, N. R., & Wardhana, A. (2024). Pengaruh shopping lifestyle, electronic word of mouth (E-WOM), dan discount terhadap impulsive buying. The Influence of Shopping Lifestyle, Word of Mouth, and Discounts on Impulsive Buying, 11(3).
-
Budiman, I. A., & Aldisa, R. T. (2024). Development of e-commerce in business transformation in the digital era. International Journal of Economic Literature (INJOLE), 2(4), 984–989.
-
Caroles, A., Metekohy, & Titaley, H. (2022). Studi korelasi perilaku pekerja terhadap penerapan kesehatan dan keselamatan kerja pada pembangunan poliklinik Fakultas Kedokteran Universitas Pattimura Ambon.
-
Damanik, M., Karina Fawzeea Sembiring, B., Rini, E. S., & Hutagalung, A. (2023). Pengaruh brand image, experiential marketing, dan product quality terhadap customer loyalty merek Tropicana Slim pada premium community. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 1(6), 138–153. https://doi.org/10.61132/maeswara.v1i6.386.
-
Fatwa Alam, A., & Hasan, I. (2024). Pengaruh brand image, lifestyle, dan product quality terhadap purchase decision Jiniso di e-commerce Shopee. Jurnal Ekonomi Efektif, 7(2). https://doi.org/10.32493/JEE.v7i2.4559.
-
Fitri, F., Syarifah, S., & Thomas, R. (2024). The effect of cash on delivery (COD) payments on purchasing decisions of the Wamena Community: A case study of Shopee. Journal of Islamic Economics Lariba, 10(2), 909–926. https://doi.org/10.20885/jielariba.vol10.iss2.art16.
-
Gustiny, D. S. (2025). Pengaruh brand image dan brand equity terhadap minat beli produk Hey!Kafe. https://doi.org/10.37817/ikraith-humaniora.v9i3.
-
Handayani, M., Jayadilaga, Y., Fitri, A. U., Rachman, D. A., Fajriah Istiqamah, N., Diah, T., Pratiwi, A. P., & Kas, R. (2023). Sosialisasi dan pengenalan aplikasi pengolahan data SPSS pada mahasiswa administrasi kesehatan Fakultas Ilmu Keolahragaan dan Kesehatan. JIPM: Jurnal Informasi Pengabdian Masyarakat, 1(2).
-
Isnaini, M., Win Afgani, M., Haqqi, A., & Azhari, I. (2025). Teknik analisis data uji normalitas. Jurnal Cendekia Ilmiah, 4(2).
-
Kurnia, T., & Ratnawili. (2024). Pengaruh sistem pembayaran, cash on delivery (COD) dan kepuasan konsumen terhadap keputusan pembelian pada e-commerce Shopee. In Jurnal Entrepreneur dan Manajemen Sains (Vol. 5, Issue 1).
-
Lilyk Dwi Astuti, R., Komang Candra Dewi, L., Herindiyah Kartika Yuni, L., & Triatma Mulya, U. (2025). Peran word of mouth memediasi pengaruh social media marketing dan brand image terhadap keputusan mahasiswa memilih lembaga pelatihan kerja (LPK) PPLP Dhyana Pura Badung. In Jurnal Ekonomi, XXI(1).
-
Meidona, S., Asrul, & Loveran Putri, Y. (2025). Pengaruh digital marketing, harga dan kualitas pelayanan terhadap volume penjualan pada Cafe Goodbeb di Pariaman. Januari, 04(1), 100–117.
-
Munawaroh, A., & Herlina, L. (2024). Pengaruh brand image dan brand awareness terhadap keputusan pembelian body lotion Vaseline (Studi pada pengguna body lotion Vaseline di TikTok Shop).
-
Nadia Febiantika, T., Eka Febriansah, R., & Yani, M. (2025). Analisis brand image, content marketing dan shopping lifestyle terhadap keputusan pembelian pada marketplace Shopee. 9(1).
-
Nur Azizah, S. (2024). Scientica analisa teknologi internet yang berperan sebagai media transaksi e-commerce dalam meningkatkan perkembangan ekonomi secara signifikan.
-
Nur, S., Hakim, A., Fitri, S., Tinggi, S., Islam, A., & Natal, N. M. (2025). Pengaruh metode pembayaran COD terhadap keputusan pembelian mahasiswa pada aplikasi Shopee. Studia Economica: Jurnal Ekonomi Islam, 11(1).
-
Nurhaswinda, Poni Egistin, D., Yahdi Rauza, M., Has Ramadhan, R., & Ramadani, S. (2025). Analisis regresi linier sederhana dan penerapannya (Vol. 1, Issue 2).
-
Pebrianti, W., & Yuwinda, R. (2021). Pengaruh visual merchandising, shopping lifestyle, dan fashion involvement terhadap perilaku impulse buying pada konsumen high income. Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT), 12(3).
-
Rotua Angelita, P., Arvinta Monoarfa, T., & Putri Kusumaningtyas, D. (2024). Analisis faktor yang memengaruhi purchase decision sunscreen spray Skintific pada generasi Z di DKI Jakarta.
-
Sari Dewi, A., Nursanti, A., & Aprilina Tarigan, M. (2023). The effect of shopping lifestyle and fashion involvement on purchase decision with impulse buying as an intervening variable in e-commerce Shopee. 8(1), 49–68. https://doi.org/10.31258/ijeba.8.1.49-68.
-
Satar, M., & Andriana Rachman, Y. (2020). Pengaruh pemanfaatan catatan atas laporan keuangan (CALK) dan penggunaan laporan keuangan daerah terhadap capaian kinerja instansi pada Dinas Pendidikan Kabupaten Bandung.
-
Setiawan, H., Purwanto, H., & Wati, E. W. (2025). Analysis discount, free shipping, COD toward buying decision Shopee product marketplace X Store (Shopee users in Madiun). https://doi.org/10.32815/jibek.
-
Siroj, R. A., Fatimah, W. A., Septira, D., & Salsabila, G. Z. (2024). Metode penelitian kuantitatif pendekatan ilmiah untuk analisis data.
-
Sumirso Wahyudi, A., Khairil, & Zulfiandry, R. (2024). Penerapan metode regresi linear berganda dalam prediksi jumlah pemakaian obat pada Rumah Sakit Rafflesia Kota Bengkulu. Tahun 525, 20(2), 341139.
-
Syam, A. R., Suhud, U., & Bara Berutu, M. (2024). Mengevaluasi purchase decision dan customer satisfaction: Studi kasus pada salah satu program online travel agent (OTA).
-
Virnanda, R. R., & Zaqiyatin, N. (2023). Pengaruh remote working terhadap kinerja pegawai di bidang akuntansi. JMA, 2, 3031–5220. https://doi.org/10.62281.
-
Winingsih, A. N. (2022). Pengaruh harga, promosi, dan gaya hidup terhadap keputusan pembelian pakaian bekas (Studi pada mahasiswa STIESIA Surabaya).
-
Yuli, & Aisah. (2025). Perkembangan dan tren e-commerce di Indonesia. JURNAL MANAJEMEN DAN BISNIS EKONOMI, 3(4), 131–140. https://doi.org/10.54066/jmbe-itb.v3i4.3584.
-
Zahara Maulidya, V., Oetarjo, M., & Rizal Yulianto, M. (2025). The influence of brand image, E-WOM, and customer rating on purchase decisions on Shopee e-commerce. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 757–766. https://doi.org/10.37641/jimkes.v13i3.3123.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.