CONSUMER PREFERENCE GENERATION Z USING E-COMMERCE PLATFORMS FOR FASHION PRODUCT IN JABODETABEK
The influence of globalization and technological developments in Indonesia has a rapid impact on consumer behavior in the business world. However, this trend is developing in line with the increase in e-commerce in Indonesia. E-commerce is considered an important channel that must be developed in...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/58039 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The influence of globalization and technological developments in Indonesia has a rapid impact on
consumer behavior in the business world. However, this trend is developing in line with the increase in
e-commerce in Indonesia. E-commerce is considered an important channel that must be developed in
the digital age to making strategies, understanding consumer behaviors and consumer preferences and
use social media to promote e-commerce products. This study will be important to research in order to
create new opportunities to maximize E-commerce platform and create strategies to adjust consumer
preference. The study was aimed at 210 respondents and 5 respondents to in-depth interview who had
women used e-commerce to buy fashion products of generation Z (17-24) years old. The results show
that consumer preference creates behavioral intention for gen z women with Performance Expectancy,
Effort Expectancy, Social Influence, Facilitating Condition, Price Value, and Habit variables. This is
supported by respondents' opinions from in-depth interviews, including platforms that have many
features such as good product descriptions, understand features, exclusive, attractive and easy to use. |
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