MODEL MATEMATIKA PENYEBARAN COMPULSIVE BUYING DISORDER PADA E-COMMERCE DENGAN ADANYA INFLUENCER
DOI:
https://doi.org/10.25077/jmua.14.2.139-153.2025Keywords:
Compulsive Buying Disorder, e-commerce, influencer, model matematikaAbstract
Kini masyarakat telah beralih menggunakan e-commerce untuk memenuhi kebutuhan hidup mereka melalui belanja online. Promosi influencer merupakan salah satu penyebab seseorang melakukan impulsive buying, yaitu pembelian yang tidak rasional dan terjadi secara spontan pada saat itu juga. Perilaku ini jika dilakukan secara berulang akan menimbulkan Compulsive Buying Disorder (CBD) atau yang biasa disebut sebagai kecanduan belanja. Adapun tujuan penelitian ini adalah membangun model matematika, menentukan titik kesetimbangan dan bilangan reproduksi dasar, menganalisis titik kestabilan titik kesetimbangan, serta melakukan simulasi numerik menggunakan Maple. Pada penelitian ini model dibagi menjadi lima populasi yaitu subpopulasi Potential, subpopulasi Medium Compulsive, subpopulasi Influencer, subpopulasi High Compulsive, dan subpopulasi Recovered. Dari hasil analisis kemudian diperoleh dua titik kesetimbangan yaitu titik kesetimbangan bebas CBD dan titik kesetimbangan terdapat CBD yang stabil asimtotik lokal. Berdasarkan hasil simulasi diketahui bahwa perubahan pada peluang influencer dalam mempengaruhi individu medium compulsive melakukan impulsive buying $(\theta)$ memberikan pengaruh signifikan terhadap nilai bilangan reproduksi dasar $(R_0)$ dan titik kesetimbangan yang diperoleh. Semakin tinggi nilai $\theta$ maka semakin cepat meningkat juga jumlah individu yang menderita CBD (high compulsive) dan semakin cepat menuju titik kesetimbangan pada waktu t.
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