<p>Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi Keputusan Pembelian di <em>Online Shop</em> yang dilakukan oleh Mahasiswa di Kota Semarang Pada masa pandemi covid 19 yang terdiri dari gaya hidup, orientasi belanja, persepsi kemudahan, persepsi risiko dan kualitas informasi. Populasi dalam penelitian ini adalah mahasiswa di Kota Semarang yang pernah melakukan pembelian secara <em>online</em>. Sampelnya mahasiswa dari 7 Perguruan Tinggi yang ada di Kota Semarang (Universitas Diponegoro, Universitas Negeri Semarang (UNNES),   Universitas 17  Agustus   1945    ( UNTAG ) Semarang, UNIKA Soegiyopranoto, Universitas   Dian   Nuswantara ( UDINUS ) ,  Universitas  Islam Sultan   Agung ( Unissula ) Semarang dan Politeknik Negeri Semarang ( POLINES ). Teknik pengambilan sampel menggunakan <em>Non Random sampling</em>, yaitu dengan <em>purposive sampling </em>dengan kriteria: mahasiswa yang masih aktif terdaftar, minimal telah dua kali melakukan pembelian <em>online</em>. <em>Quota sampling</em> dengan jumlah yang ditentukan sebanyak 70 responden dan <em>accidental sampling</em>. Alat analisis data menggunakan Regresi linier Berganda. Hasil penelitian menunjukkan   bahwa gaya hidup, persepsi kemudahan, persepsi risiko dan kualitas informasi berpengaruh positif dan signifikan terhadap keputusan Pembelian Di <em>Online Shop</em>  yang dilakukan  oleh mahasiswa Di Kota Semarang pada masa Pandemi Covid 19. Sedangkan orientasi belanja berpengaruh positif dan tidak signifikan terhadap keputusan pembelian.</p><p align="center"><strong>Abstract</strong></p><p><em>This study</em><em> was to analyze the factors that affect the purchasing decisions at the online shop made by college students in the city of Semarang during the Covid 19 pandemic which consists of lifestyle, shopping orientation, perceived ease, perceived risk and quality of information. The population in this study were college students in the city of Semarang who had made online purchases. The sample are college  students from 7 universities in the city of Semarang (Diponegoro University, Semarang State University (UNNES), UNTAG Semarang, UNIKA Soegiyopranoto, Dian Nuswantara University (UDINUS), Sultan Agung Islamic University (Unissula) Semarang and Semarang State Polytechnic (POLINES) The sampling technique used non-random sampling, namely purposive sampling with the criteria: college students who are still actively registered, have made at least two online purchases, Quota sampling with a specified number of 70 respondents and accidental sampling Data analysis tools using multiple linear regression The results showed that lifestyle, perceived ease, perceived risk and quality of information had a positive and significant effect on purchasing decisions at online shops made by college students in the city of Semarang during the Covid 19 pandemic while shopping orientation has a positive and insignificant effect on purchasing decisions.</em></p>

<p>Large cities are developing followed by the development of shops that are managed in a modern way. This condition opens opportunities for female employees to get jobs as sales promotion girls (SPG) and cashiers. SPG and cashiers as direct services to consumers, so that attention needs to be paid to the work environment and work discipline because these conditions can support services to consumers. This study aims to analyze the influence of the modern work environment and work discipline on performance, as well as driving indicators of the performance of female cashier and SPG employees in Semarang City. The population of this study is the SPG and the women's cashier of modern shops in Semarang City. This study uses technical snowball sampling and purposive random sampling with a total of 100 respondents. Distribution of questionnaires using google.docs (internet) on the link https://goo.gl/forms/ lxm7HfLSX4huuxwt1. The results of this study, there is a positive and significant relationship between the modern work environment and work discipline. The drivers of women's performance are explained by findings. Modern environments such as Wi-Fi and pantry are things that can improve women's performance.</p><p><strong>Keywords:</strong>   Modern Work Environment, work discipline, SPG (Sales Promotion Girl) and Cashier</p><p><em>Kota-kota besar berkembang diikuti pula berkembangnya pertokoan yang di kelola secara modern.Kondisi ini membuka peluang bagi karyawan perempuan untuk mendapatkan lapangan pekerjaan sebagai sales promotion girl (SPG) dan kasir.</em><em> </em><em>SPG dan kasir sebagai pelayanan langsung kepada konsumen, sehingga perlu perhatian pada lingkungan kerja dan disiplin kerja, karena kondisi ini dapat menunjang pelayanan kepada konsumen.Penelitian ini bertujuan menganalisis tentang pengaruh lingkungan kerja modern dan disiplin kerja terhadap kinerja, serta indikator-indikator pendorong kinerja pegawai Kasir dan SPG perempuan di Kota semarang. Populasi penelitian ini adalah SPG dan kasir perempuan pertokoaan modern di Kota semarang, Penelitian ini menggunakan  teknis</em><em> </em><em>snowball sampling dan  purposive random sampling dengan jumlah 100 responden. Penyebaran kuesioner menggunakan google.docs (internet) pada link https://goo.gl/forms/ lxm7HfLSX4huuxwt1.</em><em> </em><em>Hasil penelitian ini, ada hubungan positif dan signifikan antara lingkungan kerja modern dan disiplin kerja.Faktor pendorong kinerja perempuan di jelaskan dengan temuan </em><em>l</em><em>ingkungan modern seperti Wi-Fi dan pantry (dapur kecil) menjadi hal yang dapat meningkatkan kinerja perempuan.</em></p><p><strong><em>Kata kunci :</em></strong><em> Lingkungan Kerja modern, disiplin kerja, SPG (Sales Promotion Girl) dan Kasir </em></p>