Understanding Digital Consumer: Generation Z Online Shopping Prefences
Mulyani1, Rudy Aryanto2, Andreas Chang3
1Mulyani, Entrepreneurship Department of, BINUS Bandung School of Creative Technology, Bandung, West Java 40181.
2Rudy Aryanto, Entrepreneurship Department of, BINUS Bandung School of Creative Technology, Bandung, West Java 40181.
3Andreas Chang, Entrepreneurship Department of, BINUS Bandung School of Creative Technology, Bandung, West Java 40181.
Manuscript received on 14 March 2019 | Revised Manuscript received on 20 March 2019 | Manuscript published on 30 July 2019 | PP: 925-929 | Volume-8 Issue-2, July 2019 | Retrieval Number: B1721078219/19©BEIESP | DOI: 10.35940/ijrte.B1721.078219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This research tests the preferences of generation Z in online shopping, which platforms they use more often and become their choice in shopping online. This study used a direct survey to collect data from 513 respondents with consumers intercepting randomly in several locations Survey questions are compiled from previous research questions and focus group discussions (FGD). the collected data is processed qualitatively uses descriptive analysis to clearly describe the preferences of generation Z. The results showed that generation z preference on online shopping was influenced by high visual-person involvement with images or images, the need for justice, instant thinking, clear information needs in online shopping affecting their choice of social media as a first choice but they also appreciated the market places platform because of its convenience features. Generation Z was chosen in this study because this generation has an important role in determining the standards of online marketing. This research is important for the world of digital marketing where the results of this study are useful to support the planning of effective and efficient digital marketing strategies. Online shopping has become a trend today and can be done more easily through the presence of an online shopping platform. Nevertheless social media is also an alternative in shopping online. Many of consumers use social media platforms to shop online. Both types of platforms, which are preferred and what determines the preferences for shopping online is really important to understand for help business to decide effective and efficient marketing strategies for them.
Index Terms: Digital Media Marketing, Online Shopping, Z Generation, Digital Consumer
Scope of the Article: Program Understanding and System Maintenance