Syukri, Zahran (2022) Analisis Perilaku Konsumen Dalam Menggunakan E-Commerce Shopee Pada Gen Z Di Kota Makassar Dengan Modifikasi Model Unified Theory Of Acceptance And Use Technology 2 (Utauat2). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini dilakukan untuk menganalisis perilaku konsumen Gen Z di Kota Makassar dalam menggunakan e-commerce Shopee. Fokus utama penelitian adalah mengidentifikasi faktor-faktor yang mempengaruhi niat dan perilaku penggunaan aplikasi Shopee dengan menggunakan model UTAUT2 yang telah dimodifikasi. Faktor-faktor yang diuji meliputi Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, serta penambahan variabel trust dan perceived risk. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM). Pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden Gen Z di Kota Makassar. Hasil penelitian menunjukkan bahwa variabel-variabel tersebut memiliki pengaruh yang signifikan terhadap behavioral intention dan use behavior pengguna Shopee di Kota Makassar. Penelitian ini memberikan wawasan bagi perusahaan e-commerce dalam memahami perilaku Gen Z untuk meningkatkan loyalitas dan penggunaan platform.
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This research was conducted to analyze the consumer behavior of Gen Z in Makassar City in using Shopee e-commerce. The main focus of the research is to identify the factors that influence the intention and behavior of using the Shopee application using a modified UTAUT2 model. The factors tested include Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, as well as the addition of trust and perceived risk variables. The research method used is quantitative with a Structural Equation Modeling (SEM) approach. Data collection was carried out by distributing questionnaires to Gen Z respondents in Makassar City. The results show that these variables have a significant influence on the behavioral intention and use behavior of Shopee users in Makassar City. This research provides insight for e-commerce companies in understanding Gen Z behavior to increase platform loyalty and usage.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 519.535 4 Syu a-1 2022 |
| Uncontrolled Keywords: | Perilaku Konsumen. E-Commerce. Gen Z. UTAUT2. |
| Subjects: | Q Science > QA Mathematics |
| Divisions: | Faculty of Mathematics and Science > Mathematics > 44201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 05 Jun 2026 00:58 |
| Last Modified: | 05 Jun 2026 01:10 |
| URI: | http://repository.its.ac.id/id/eprint/133584 |
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