Perilaku Keputusan Pembelian Generasi Y dan Z dalam Penggunaan E-Commerce di Masa Pasca Pandemi

I Gusti Ngurah Satria Wijaya; Made Dharma  Ekayasa

doi:10.29407/nusamba.v7i2.18357

Authors

I Gusti Ngurah Satria Wijaya Institut Teknologi dan Bisnis Stikom Bali
Made Dharma Ekayasa Institut Teknologi dan Bisnis Stikom Bali

DOI:

https://doi.org/10.29407/nusamba.v7i2.18357

Keywords:

purchasing decisions, generation Y, generation Z, e-commerce

Abstract

In business during the post-covid-19 pandemic or the implementation of the new normal, many things can influence the behavior of purchasing decisions for a product, which is caused by factors such as: personal, social, cultural, and psychological. This transition period will leave new habits during the pandemic period. Every company must make changes in managing its business, if it wants to survive and win the competition. This study aims to analyze the comparison of changes in the purchasing decision behavior factors of generation Y and Z consumers with the use of e-commerce in the post-pandemic period. The analytical method used is the Structural Equation Modeling (SEM) technique through the use of Partial Least Squares (PLS-SEM). The results of the study stated that the comparison of results between respondents of generation Y and generation Z, there were three factors that had different results or contradictory results, namely perceptions of convenience, E-WOM, and price. Perception of convenience and E-WOM have a significant positive relationship to the purchase decision of generation Y, while price suitability does not affect the decision of generation Y in buying an item. Generation Z in making purchasing decisions really considers the price suitability factor. Meanwhile, E-WOM and perceived convenience are not considered by Generation Z. Positive emotion factors have a significant positive relationship for both Generation Y and Generation Z and perceived usefulness, security, motivation factors have a positive but not significant relationship with e-commerce purchasing decisions. in the post-pandemic

Downloads

Download data is not yet available.

References

1. Wijaya IGNS, Pratami NWCA, Yasa IGD. Keputusan pembelian e-commerce selama pandemi : persepsi kegunaan , persepsi kemudahan penggunaan , harga , dan sikap konsumen E-commerce purchase decisions during the pandemic : persepsi kegunaan , persepsi kemudahan , harga , and consumer attitudes. 2022;14(1):26–37.

2. Subawa NS, Widhiastini NW, Pika PATP, Suryawati PI, Astawa IND. Generation Z Behavior And Low Price Products In The Era Of Disruption Nyoman Sri Subawa 1 , Ni Wayan Widhiasthini 2 , Putu Ayu Titha Paramita Pika 3 , Putu Indah Suryawati 4 , I Nengah Dasi Astawa 5. Int J Soc Sci Manag Rev [Internet]. 2020;03(03):1–12. Available from: www.ijssmr.org

3. Sefudin A, Darwin M. Perbandingan Teori Disrupsi Pada Marketing Di Era. KOMITMEN J Ilm Manajeme. 2020;1(2):25–39.

4. Ghaisani FAP, Purbawati D. Pengaruh Citra Merek ( Brand Image ) Dan Kualitas Website ( Website Quality ) terhadap Keputusan Pembelian ( Purchase Decision ) melalui Kepercayaan ( E-Trust ) sebagai Variabel Intervening ( Studi pada Konsumen E-Commerce Zalora.co.id Di Kota Semarang. J Ilmu Adm Bisnis. 2020;9(1):230–41.

5. Yunita A, Haryanto J. Pengaruh Word of Mouth, Iklan Dan Atribut Produk Terhadap Keputusan Pembelian Dan Loyalitas Konsumen. J Technol Manag. 2012;11(1).

6. Armando RLC, Alberto V-MJ. Disruption in the consumer decision-making? Critical analysis of the consumer’s decision making and its possible change by the COVID-19. Turkish J Comput Math Educ. 2021;12(4):1468–80.

7. Gobat NH, Gal M, Butler CC, Webb SAR, Francis NA, Stanton H, et al. Talking to the people that really matter about their participation in pandemic clinical research: a qualitative study in four European countries. Heal Expect. 2018;21(1):387–95.

8. Wijaya IGNS, Pratami NWCA, Muryatini NN, Yasa GD. Pengaruh Electronic Word Of Mouth (E-Wom), Persepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian E-Commerce Tokopedia. E-Jurnal Manaj. 2022;11(1):190–209.

9. Irwansyah R, Listya K, Setiorini A, Hanika IM, Hasan M, Utomo KP, et al. Perilaku Konsumen. 2021;

10. Parhusip AA. Analisis Kepuasan Dan Loyalitas Pelanggan Pengaruhnya Terhadap Keputusan’Menggunakan Jasa Layanan Online (Grab) Di Wilayah Kota Medan. Accumulated J (Accounting Manag Res Ed. 2022;3(2):107.

11. Bismo A, Sarjono H, Ferian A. The effect of service quality and customer satisfaction on customer loyalty: A study of grabcar services in Jakarta. Pertanika J Soc Sci Humanit. 2018;26:33–47.

12. Wijaya IGNS, Triandini E, Kabnani ETG, Arifin S. E-commerce website service quality and customer loyalty using WebQual 4.0 with importance performances analysis, and structural equation model: An empirical study in shopee. Regist J Ilm Teknol Sist Inf. 2021;7(2):107–24.

13. Perwira BT, Yulianto E, Kumadji S. Pengaruh E-Service Quality dan Perceived Value Terhadap Kepuasaan Pelanggan dan Loyalitas Pelanggan (Survei Pada Mahasiswa S1 Universitas Brawijaya yang Melakukan Transaksi Pembelian Online dengan Mobile Application Tokopedia). J Adm Bisnis. 2016;38(2):46–54.

14. Nurjaya N, Dutawaskita NI, Erlangga H, Hastono H, Sunarsi D. Pengaruh Personal Selling Dan Harga Terhadap Keputusan Pembelian Yang Berdampak Pada Loyalitas Pelanggan Pada PT. Lautan Surga di Jakarta. J Tadbir Perad. 2022;2(1):80–92.

15. Prasetyo DW, Murti W. Pengaruh Citra Merek dan Promosi Terhadap Loyalitas Pelanggan dan Keputusan Pembelian sebagai Variabel Mediasi PT. Matahari Departemen Store. J Manaj FE UB [Internet]. 2021;9(2):43–65. Available from: https://ejournal.borobudur.ac.id/index.php/manajemen/article/view/908

16. Gunawan F, Ali MM, Nugroho A. Analysis of the Effects of Perceived Ease of Use and Perceived Usefulness on Consumer Attitude and Their Impacts on Purchase Decision on PT Tokopedia In Jabodetabek. Eur J Bus Manag Res. 2019;4(5):1–6.

17. Kotler P, Armstrong G. Principles of Marketing. 16th ed. England: Pearson Education; 2016.

18. Fransiska Vania Sudjatmika. Pengaruh Harga, Ulasan Produk, Kemudahan, Dan Keamanan Terhadap Keputusan Pembelian Secara Online Di Tokopedia.Com. Ekon Bisnis [Internet]. 2017;17(1):1–12. Available from: https://jurnal.ubd.ac.id/index.php/PE/article/view/86/49

19. Indriyani R, Suri A. Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. J Manaj Pemasar. 2020;14(1):25–34.
20. Kartini Sari Putri A, Kurnia F, Fisman Adisaputra T, Studi Manajemen P, Tinggi Ilmu Ekonomi Ichsan Sidenreng Rappang S. Pengaruh Motivasi Konsumen D’king Café Terhadap Keputusan Pembelian pada Masa Pandemi Coronavirus Desease 19 Kabupaten Sidenreng Rappang. YUME J Manag. 2021;4(2):475–92.

21. Andriani LA, Harti H. Pengaruh emosi positif, potongan harga, dan kualitas website terhadap pembelian impulsif. Forum Ekon. 2021;23(3):454–62.

22. Kotler P, Keller KL. Marketing Management. 15th ed. NJ: Pearson; 2016. 225 p.

23. Ghozali I. Partial Least Squares: Konsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Universitas Diponegoro; 2014.