Salsabila, Shofi and Edriana Pangestut, SE., M.Si., DBA (2023) Analisis Komparatif Preferensi Media Online Shopping E-commerce Dan Social Commerce Berdasarkan Shopping Lifestyle Generasi Z (Survei Pada Brand Shop At Velvet). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan: ( 1) tingkat popularitas preferensi media pembelian fashion online E-commerce di kalangan Generasi Z dan (2) tingkat popularitas preferensi media pembelian fashion online Social Commerce di kalangan Generasi Z. Jenis penelitian yang digunakan adalah deskriptif komparatif dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Shopping Lifestyle (X) dan Preferensi Pembelian (Y). Sampel yang digunakan dalam penelitian ini sejumlah 115 yang tergabung ke dalam kriteria Generasi Z wanita yang pernah melakukan pembelian produk Shop At Velvet dan pernah melakukan pembelian fashion online melalui e-commerce dan social commerce. Metode pengumpulan data dilakukan dengan penyebaran kuesioner secara online dan dianalisis menggunakan Multivariate Analysis of Variance (MANOVA). Hasil penelitian ini menunjukan bahwa E-commerce lebih populer dipilih sebagai media pembelian fashion online di kalangan generasi Z jika dibandingkan dengan Social Commerce . Dimana besarnya nilai R Square untuk E-commerce sebesar 12.4% sedangkan Social Commerce sebesar 8.2%. Maka dapat diputuskan bahwa Shopping Lifestyle lebih mempengaruhi preferensi E-commerce sebagai media pembelian fashion online Generasi Z. Hasil lain menyebutkan, jika Shopping Consciousness merupakan indikator yang paling mempengaruhi preferensi Generasi Z lebih memilih E-commerce dibanding Social commerce.
English Abstract
This research has aimed to analyze and explain : (1) the level popularity of E-Commerce as online fashion purchasing media preferences among Z Generation and (2) the level popularity of Social Commerce online fashion purchasing media preferences among Z Generation. The research has used descriptive comparative with a quantitative approach. The variables were used in this study was Shopping Lifestyle (X) and Purchase Preference (Y). The sample in this research was 115 belonging to the Z Generation woman criteria who had purchased Shop At Velvet products and had purchased fashion online through e-commerce and social commerce. The data was collected by distributing online questionnaires and used Multivariate Analysis of Variance (MANOVA) for analys. The results of this study has shown that E-commerce is more popular as a platform for online shopping fashion items among Generation Z, when compared to Social Commerce. Where the value of R Square for E-commerce is 12.4% while Social Commerce is 8.2%. Based on the presentation Shopping Lifestyle influences preferences towards E-commerce as a platform for Z Generation online shopping fashion items. Another result states that Shopping Consciousness is the indicator that most influences the preference of Generation Z to prefer E-Commerce over Social Commerce.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030254 |
| Uncontrolled Keywords: | shopping lifestyle, preferensi pembelian, e-commerce, social commerce |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 08 Nov 2023 00:52 |
| Last Modified: | 08 Nov 2023 00:52 |
| URI: | http://repository.ub.ac.id/id/eprint/204066 |
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Text (DALAM MASA EMBARGO)
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