Faktor yang Mempengaruhi Perilaku Konsumen Digital Generasi Z Pada Penggunaan Aplikasi Belanja Online di Yogyakarta
DOI:
https://doi.org/10.55732/b3fx3g57Keywords:
Aplikasi belanja online, E-commerce, Gen Z, Perilaku Digital, Perilaku KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku konsumen digital Generasi Z dalam penggunaan aplikasi belanja online di wilayah Yogyakarta. Variabel yang diteliti meliputi persepsi nilai, kepercayaan, pengaruh sosial, pengalaman pengguna, dan kemudahan penggunaan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei dan pengolahan data menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kelima variabel tersebut secara simultan berpengaruh signifikan terhadap perilaku konsumsi digital Generasi Z. Temuan ini memberikan kontribusi teoritis terhadap kajian perilaku konsumen digital serta implikasi praktis bagi pengembang platform e-commerce.
This study aims to analyze the factors influencing Generation Z digital consumer behavior in using online shopping applications in the Yogyakarta region. The variables studied include perceived value, trust, social influence, user experience, and ease of use. The method used is a quantitative approach with survey techniques and data processing using multiple linear regression analysis. The results show that these five variables simultaneously have a significant influence on Generation Z's digital consumption behavior. These findings provide theoretical contributions to the study of digital consumer behavior as well as practical implications for e-commerce platform developers.
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Williams, K.C. et al. (2012) ‘Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes’, Journal of Applied Business and Economics, 11(2), pp. 21–36.
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