CONSUMER PREFERENCE GENERATION Z USING E-COMMERCE PLATFORMS FOR FASHION PRODUCT IN JABODETABEK

• Main Author: S, Rivai
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/58039
• Institution: Institut Teknologi Bandung

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.