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Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2

  • Gabriela Firellsya
    Universitas Bunda Mulia

  • Agung Stefanus Kembau
    Universitas Bunda Mulia

  • Devi Yurisca Bernanda
    Universitas Bunda Mulia

  • Lelly Christin
    Universitas Bunda Mulia


DOI: https://doi.org/10.37034/infeb.v6i1.826
Keywords: Shopee, Wanita, GenZ, Perilaku Penggunaan, UTAUT2

Abstract

Fenomena belanja online berkembang pesat, terutama melalui platform e-commerce Shopee yang mengalami pertumbuhan signifikan. Penelitian terkini mengonfirmasi Shopee sebagai pemimpin di Indonesia dengan jumlah pengunjung terbanyak hingga Maret 2023. Keberhasilan Shopee tidak hanya tercermin dalam popularitasnya, mencapai 79% di kalangan wanita, tetapi juga dalam kemampuannya menarik generasi Z, dengan sekitar 68% dari mereka menjadikan Shopee sebagai platform e-commerce favorit. Fokus penelitian ini adalah memperluas penggunaan aplikasi e-commerce Shopee, khususnya di kalangan konsumen wanita Generasi Z (17-26 tahun) di Indonesia, dengan menguji variabel-variabel model UTAUT2. Dalam penelitian ini, pendekatan kuantitatif digunakan dengan data primer yang dikumpulkan melalui survei online dengan 166 responden. Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak smartPLS 3.2.9 digunakan sebagai teknik analisis. Sampel dipilih dengan metode purposeful sampling dan formula Cochran dihitung. Hasil penelitian ini menunjukkan bahwa dari 10 hipotesis yang diuji, 8 hipotesis diterima sementara 2 hipotesis ditolak. Variabel hedonic motivation dan price value memiliki pengaruh signifikan pada behavioral intention, sedangkan behavioral intention juga memiliki pengaruh signifikan pada use behavior. Namun, effort expectancy dan facilitating conditions sama sekali tidak berpengaruh pada behavioral intention, sehingga kedua hipotesis ditolak. Penelitian ini memberikan manfaat dengan memberikan rekomendasi terkait model UTAUT2, yang dapat digunakan untuk membimbing pengembangan e-commerce Shopee di masa depan.

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Published
2024-03-31
Issue
Vol. 6, No. 1 (March 2024)
Section
Articles
How to Cite
Firellsya, G., Kembau, A. S., Bernanda, D. Y., & Christin, L. (2024). Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2. Jurnal Informatika Ekonomi Bisnis, 6(1), 184-196. https://doi.org/10.37034/infeb.v6i1.826
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