ONLINE SHOPPING BEHAVIOUR OF PEOPLE IN INDONESIA: CONSUMERS COMPARATIVE STUDY OF GENERATIONS X, Y AND Z

Abstract

The purpose of this study is to explain the differences in online shopping behaviour of generation X, Y and Z consumers in Denpasar City and Badung Regency Bali as measured by consumer personal aspects such as trust, convenience, comfort, security and marketing strategy aspects consisting of product quality, price promos, features and services. The population in this study is the X, Y and Z generation consumer groups in Denpasar City and Badung Regency who have shopped online. The sample size used was 180 respondents, who were taken using the Purposive Sampling method. The analysis technique used is descriptive statistical analysis and Anova (Analysis of Variance). The results of this study indicate that there are differences in online shopping behaviour between generations X, Y and Z, especially from the variable ease of use of applications and online shopping service features. This fact is expected to be a study for online shopping site owners in order to design the right strategy to foster online shopping behaviour in the generational groups they serve. The output of this research is an article published in an accredited national journal or international journal with a level 3 Technology Readiness Level (TKT). This TKT is limited to proving the concept of differences in consumer perceptions of generations X, Y and Z towards online shopping behaviour.

Keywords

• online shopping behavior
• consumer personal aspects
• marketing strategy aspects
• generation x
• generation y
• generation z