Pengaruh Promosi Online Terhadap Perilaku Konsumtif Generasi Z di Market place
DOI:
https://doi.org/10.59024/jumek.v3i1.518Keywords:
Promosi Digital, Konsumsi Generasi Z, Marketplace, Diskon Online, SPSSAbstract
This study aims to explore the impact of online promotion on the consumptive behavior of Generation Z in the marketplace. The main focus of the research is on forms of promotion such as discounts, flash sales, and influencer endorsements, as well as how these factors influence shopping decisions. Using quantitative methods, data was collected through a survey of 200 respondents aged 18-24 years. Data analysis was carried out using SPSS, involving correlation and regression tests. The results show that online promotions have a significant impact on the consumptive behavior of Generation Z, with discounts as the dominant factor. The study recommends businesses to maximize their online promotion strategies to increase traction and sales.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: Sage Publications.
Hootsuite. (2023). Digital 2023: Global Overview Report. Diakses dari: https://www.hootsuite.com
Johnson, L., & Lee, M. (2018). The Influence of Online Promotions on Consumer Behavior: A Study of Young Consumers. Journal of Marketing Research, 45(2), 123-135.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Shopee. (2023). Shopee Indonesia Year in Review. Diakses dari: https://www.shopee.co.id
Smith, J., & Taylor, R. (2020). Digital Marketing and Consumer Engagement: Insights from Millennial and Gen Z Behavior. New York: McGraw-Hill Education.
Solomon, M. R. (2019). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson.
Statista. (2024). Consumer Behavior and E-commerce Trends. Diakses dari: https://www.statista.com
Tokopedia. (2023). Laporan Tren Belanja Online 2023. Diakses dari: https://www.tokopedia.com
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen dan Ekonomi Kreatif
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
