The Influence of Consumer Behavior on Consumer Purchase of Fashion Products  (Case Study of Generation Z in Bali)

Agus, I Nengah; PRADANA, MAHIR

doi:10.46254/AF03.20220166

In Indonesia, in terms of population, Generation Z is the largest. The number reached 72.8 million (27 percent) of Indonesia's 267 million population in 2019, and the results of Lokadata.id's processing of the 2019 National Socio-Economic Survey (Susenas) revealed that of the 47 million millennial internet users, as many as 17 percent or around 7.8 million of them like shopping online, whether it's buying goods or services. With approximately 4.7 hours per day to access the internet, the activity for conducting online-based transactions has also increased. In essence, various past and present factors influence consumers. Future decisions will be influenced by current behavior. If a consumer is satisfied with the product he bought, then he tends to buy it again. But if you are not satisfied with a certain brand product. Consumer behavior can be influenced by several factors such as social factors, personal factors, and psychological factors. Tokopedia is an Indonesian E-commerce company with a mission to achieve economic equality digitally. Since its founding in 2009, Tokopedia has been a pioneer in digital transformation in the country. Quoted from IPrice, Tokopedia remains the most visited E-commerce in the 3rd quarter of 2021. The purpose of this study is to determine consumer behavior towards purchasing decisions for fashion at Tokopedia. The research method used is linear regression test using SPSS. The result of this study is that consumer behavior has a significant effect on purchasing decisions for fashion products at Tokopedia.

Keywords: Generation Z, Consumer Behavior, Purchase Decision, and Tokopedia

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The Influence of Consumer Behavior on Consumer Purchase of Fashion Products (Case Study of Generation Z in Bali)