Track: Business Management

Abstract

The massive development of internet technology has been able to change human life to be more advanced. It can be observed from fulfillment of the needs and behavior of people who have changed a lot, especially in shopping. Now, many people have moved from conventional shopping visiting stores directly to online shopping. This behavior change is not ignored by businesspeople. They are competing to make the right strategy to attract more consumers to online shopping. One of the strategies is the National Online Shopping Day. The aim of this research are to determine the factors and dominant factor that influence Generation Z in Bandung in online shopping during National Online Shopping Day. This research uses quantitative methods with data analysis techniques using factor analysis. The sample in this research is 156 respondents. The results showed that there are four dominant factors that influence the decisions of Generation Z in Bandung in online shopping during National Online Shopping Day. These are trust factor, shopping habits factor, information quality factor, and price factor. The most dominant factor influencing the online shopping decisions of Generation Z consumers in Bandung during National Online Shopping Day is the trust factor.

Keywords: Factor Analysis, Generation Z, National Online Shopping Day, Online Shopping, Online Shopping Behavior