Memahami E-Commerce Decision-Making di Kalangan Generasi Z

ARNETTA PUTRI P F, Isaac Jogues Kiyok Sito Meiyanto, Drs., Ph.D., Psikolog

2022 | Skripsi | S1 PSIKOLOGI

Perkembangan e-commerce di Indonesia sangat pesat dari tahun ke tahun, penggunanya mayoritas dari kalangan Generasi Z yang dijuluki sebagai digital native. Generasi Z memiliki price sensitivity yang tinggi, namun dengan brand loyalty yang rendah. Berdasarkan penelitian sebelumnya, Generasi Z akan memilih produk atau jasa dengan promosi dan kualitas terbaik. Penelitian ini bertujuan memahami secara lebih luas tentang bagaimana dinamika purchase decision-making Generasi Z di E-commerce. Penelitian ini akan menggunakan metode kualitatif dengan pendekatan fenomenologi, serta metode purposive sampling dalam merekrut partisipan. Hasil menunjukkan pandangan positif terhadap sales promotion, 6 faktor E-Commerce purchase decision-making, serta perspektif Generasi Z terhadap reference group. Selain itu, Generasi Z juga mengalami purchase decision making process, yaitu problem recognition, information search, evaluation of alternatives, purchase decision, dan post-purchase behavior.

The development of e-commerce in Indonesia is very rapid from year to year, the majority of users are from Generation Z, who are dubbed as digital natives. Generation Z has high price sensitivity, but low brand loyalty. Based on previous research, Generation Z will choose a product or service with the best promotion and quality. This study aims to understand more broadly about the dynamics of Generation Z's purchase decision-making in E-commerce. This study will use a qualitative method with a phenomenological approach, as well as a purposive sampling method in recruiting participants. The results show a positive view of sales promotion, 6 factors of E-Commerce purchase decision-making, and Generation Z's perspective on reference groups. In addition, Generation Z also experienced a purchase decision making process, namely problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior.

Kata Kunci : E-commerce, Purchase decision-making, Generasi Z, Sales promotion