Analysis Of Consumptive Behavior Factors (Case Study Of Generation Z In Palembang City)
Abstract
This research aims to find out what factors most influence consumer behavior in generation Z. There are 4 indicators that influence consumer behavior, namely cultural factors, social factors, personal factors and psychological factors. Each of these indicators has sub-indicators, such as Cultural Factors with sub-indicators in the form of culture and sub-culture. Social factors in the form of reference groups, family and role/status. Personal factors in the form of lifestyle and personality. Psychological factors in the form of learning and beliefs. This research uses quantitative methods with survey techniques. The sample in this study was 203 people. The data collection technique uses a questionnaire distributed online via Google Form. The questionnaire consists of 40 statement questions and 2 essay questions. The measurement scale in this study uses a Likert scale. The research instrument will be tested using validity and reality tests via the SPSS application. The results of this research show that the lowest factor is the social factor amounted to 33.28%. Psychological factors amounted to 39.165%, personal factors amounted to 41.4%. Meanwhile, the highest factor is the cultural factor amounted to 41.585%. The results of this study show that cultural factors that most influence the consumer behavior of generation Z.
Downloads
Copyright (c) 2024 Nuri Annisa Fitri, Hisbullah Basri, Sinta Sinta
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
