Perilaku Keputusan Pembelian Generasi Y dan Z dalam Penggunaan E-Commerce di Masa Pasca Pandemi

Abstract

In business during the post-covid-19 pandemic or the implementation of the new normal, many things can influence the behavior of purchasing decisions for a product, which is caused by factors such as: personal, social, cultural, and psychological. This transition period will leave new habits during the pandemic period. Every company must make changes in managing its business, if it wants to survive and win the competition. This study aims to analyze the comparison of changes in the purchasing decision behavior factors of generation Y and Z consumers with the use of e-commerce in the post-pandemic period. The analytical method used is the Structural Equation Modeling (SEM) technique through the use of Partial Least Squares (PLS-SEM). The results of the study stated that the comparison of results between respondents of generation Y and generation Z, there were three factors that had different results or contradictory results, namely perceptions of convenience, E-WOM, and price. Perception of convenience and E-WOM have a significant positive relationship to the purchase decision of generation Y, while price suitability does not affect the decision of generation Y in buying an item. Generation Z in making purchasing decisions really considers the price suitability factor. Meanwhile, E-WOM and perceived convenience are not considered by Generation Z. Positive emotion factors have a significant positive relationship for both Generation Y and Generation Z and perceived usefulness, security, motivation factors have a positive but not significant relationship with e-commerce purchasing decisions. in the post-pandemic

The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era

“…This result is also supported by Generation Y, who has behavior in product purchasing decisions, namely emphasizing the ease of use of a marketing media application. The results of this strategy are also in line with Wijaya and Ekayasa (2022).…”

“…In the post-pandemic era, perceived usability, perceived safety, and perceived incentive variables are positively but not significantly correlated with e-commerce purchasing decisions. There is a strong beneficial association between Generations Y and Z in terms of pleasant emotional elements (Wijaya & Ekayasa, 2022). Other research results also indicate differences in consumer behavior between Generation Z and the preceding generation.…”

“…The influencing factors are perceived convenience and the existence of E-WOM. E-WOM or electronic reviews about a product will speed up the process of forming a digital marketing network (Wijaya & Ekayasa, 2022).…”

Comparative Analysis of Perceived Ease of Use and Perceived Security Level in Usage Decision E-Banking in the Millennial Generation

“…Security facilities are able to increase customer satisfaction (Nia et al, 2022). Even though proficient in technology, research (Wijaya & Ekayasa, 2022) shows that Generation Z is no longer making informed decisions perceived ease of use but on price considerations. The results showed a significant difference between perceived ease of use and perceived security level in deciding to use ebanking in the millennial generation.…”

Marketing Strategy for Facing Changes in Consumer Behavior in Disruption Era

“…In the post-pandemic period, perceived usability, safety, and motivation factors have a favorable but not significant association to e-commerce purchase decisions. For positive emotional aspects, there is a strong positive relationship for both generation Y and generation Z [7]. The results of other studies also state that the consumer behavior of Generation Z and the previous generation is different.…”