Minat Generasi Z Terhadap Belanja Online Tiktok Shop di Kabupaten Bener Meriah
DOI:
https://doi.org/10.47134/jebmi.v2i1.147Keywords:
Intention;, Digital Behaviour;, Online Shopping;, Tiktok Shop;Abstract
Advances in technology and access to information have significantly changed the dynamics of society, as evidenced by the rise of online shopping platforms, commonly referred to as e-commerce. One of the benefits of the digital era is the ease of shopping online. Through online shopping platforms and product images, we can sell and buy goods practically. The purpose of this study is to test and analyse the effect of generation Z's interest in online shopping at TikTok Shop and also to test and analyse generation Z's digital behaviour towards online shopping at TikTok Shop. The method used in this research is quantitative using a sample of 100 respondents selected through purposive sampling method in Redelong City, Bener Meriah Regency. Data were collected through questionnaires distributed via social media and analysed using multiple linear regression. The results showed that the variables of interest (X1) and digital behaviour (X2) had a positive and significant effect on generation Z online shopping in Bener Meriah Regency. Then the independent variables contribute simultaneously 53.1% to generation Z shopping at TikTok Shop (Y). While other factors contributed 46.9%, the rest was influenced by other variables. It can be concluded that the preference of generation Z who has an interest and also a behavioural attitude towards the TikTok shop platform to do this shopping is due to interactive, attractive multimedia content, consumer confidence, and the platform's ability to provide a shopping experience with good service.
References
Ayuni, R. F. (2019). The Online Shopping Habits And E-Loyalty Of Gen Z As Natives In The Digital Era. Journal of Indonesian Economy and Business, 34(2), 168–168. https://doi.org/10.22146/jieb.39848
Burhanov Aktam Usmanovich, Khudoyqulov Khurshid Hurramovich, &, & Ortikmirzaevich, T. B. (2019). Econometric Analysis of World Investment Funds Net Assets. Asian Journal of Technology & Management Research, 9(1), 30.
Derbani, A., W, R Adawiyah & S, Z. W. (2022). Impact of online buying behavioral tendencies of Generation Z on their parents’ consumption behavior: Insight from Indonesia. Innovative Marketing, 18(2), 39–48. 10.21511/im.18(2).2022.04
Donovan, & M. (2022). The evolution of the worldwide leaf economics spectrum. Trends in Ecology and Evolution, 26(2), 88. https://doi.org/10.1016/j.tree.2010.11.011
Duryadi. (2021). Buku Ajar, Metode Penelitian Ilmiah. Metode Penelitian EmpirisModel Path Analysis dan Analisis Menggunakan SmartPLS.
Fathinasari, et al. (2023). Analsis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z. Open Access Indonesia Journal of Social Sciences, 6(5), 1075–1082. https://doi.org/10.37275/oaijss.v6i5.174
Genoveva. (2022). Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? Sriwijaya International Journal of Dynamic Economics and Business, 273–282. http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/download/276/192
Gentina, E. (2020). Generation Z in Asia: A Research Agenda (pp. 3–19). Emerald Publishing Limited, Leeds. https://doi.org/10.1108/978-1-80043-220-820201002
Hidayah, A. R., Venata, A. F., & Wulandari, B. I. (2022). Minat Generasi Z Terhadap Belanja Online Di Dusun Banjarejo Kabupaten Kediri. Jurusan Ilmu Ilmu Sosial FISH, 01(02), 23–31. https://proceeding.unesa.ac.id/index.php/sniis/article/download/36/23
Hieu, L. Q & Loan, N. T. (2022). Determinants of Gen Z Online Buying Behavior: A Quantitative Research. Asian Journal of Applied Science and Technology, 06(02), 36–48. https://doi.org/10.38177/ajast.2022.6206
Ibrahim, N. A. N., et al. (2023). Online Shopping Behaviour in Youth: A Systematic Review of The Factors Influencing Online Shopping in Young Adults. International Journal of Academic Research in Business & Social Sciences, 13(2). https://doi.org/10.6007/ijarbss/v13-i2/16257
Manzil, L. Z & A, V. (2023). The Influence of Live-Streamers on Somethinc’s Purchase Intention at Tiktok Shop Mediated by Consumer Trust. Jurnal Informatika Ekonomi Bisnis, 217–221. https://doi.org/10.37034/infeb.v5i1.225
Massie, A. (2020). Kehadiran TikTok di Masa Pandemi (The Presence of TikTok in the Pandemic). Social Science Research Network. https://doi.org/10.2139/ssrn.3633854
Notoatmodjo, S. (2022). Metodologi Penelitian Kesehatan. Rineka Cipta.
Rajab, M. A. (2021). Relationship of E-Commerce, Influencer Marketing and Social Media to Digital Marketing. https://dinastipub.org/DIJEFA/article/download/1432/995
Saputra, I. A. G., Soewarno, N. & I. (2019). Faktor-faktor yang memengaruhi keputusan pembelian Generasi Z pada kegiatan bisnis berbasis E-commerce. Jurnal Riset Dan Aplikasi: Akuntansi Dan Manajemen, 4(1). https://doi.org/10.18382/jraam.v4i1.003
Sekaran, U., & Bougie, and R. (2016). Research Methods for Business A Skill-Building Approach (7th ed). John Wiley & Son Ltd.
Suakanto, S., R, Fauzi., R, Andreswari., M, Hardiyanti & W, A. N. (2022). Development of e-commerce applications and integration into the marketplace to support MSME product sales. Abdimas : Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 7(3), 519–530. https://doi.org/10.26905/abdimas.v7i3.7334
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Usmadi. (2020). Pengujian Persyaratan Analisis (Uji Homogenitas dan Uji Normalitas). FKIP UMSB, 7(1), 50–62. https://jurnal.umsb.ac.id/index.php/inovasipendidikan/article/viewFile/2281/1798
Veybitha, Y., A, Lizar. S, Muhartini & E, D. (2021). Critical Review: Factors Affecting Online Purchase Intention Generation Z. Journal of International Conference Proceedings, 4(1), 354–363. https://doi.org/10.32535/jicp.v4i1.1162
Wıjaya, T., A, Darmawati & A, Mk. (2020). e-Lifestyle Confirmatory of Consumer Generation Z. International Journal of Advanced Computer Science and Applications, 11(10). 10.14569/ijacsa.2020.0111004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Hendra Ramadan Hendra
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
