Pengaruh Self-Control terhadap Online Purchase Decision Making pada Gen Z di Jabodetabek

Kristanto, Joseph (2022) Pengaruh Self-Control terhadap Online Purchase Decision Making pada Gen Z di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Angka pembelian barang di e-commerce di Indonesia terus meningkat dari tahun ke tahun dan konsumen yang paling sering melakukan pembelian adalah Generasi Z. Beberapa hal yang membuat seorang konsumen melakukan pembelian adalah potongan harga yang diberikan dan terlalu loyal dengan merek. Oleh sebab itu,maka dibutuhkan self-control yang baik dalam diri Generasi Z. Penelitian ini bertujuan untuk menguji pengaruh antara self-control terhadap online purchase decision making terhadap Generasi Z di Jabodetabek. Metode penelitian ini adalah kuantitatif dengan menggunakan kuesioner Self-Control dan Decision Making kuesioner. Subjek penelitian adalah Generasi Z di Jabodetabek berusia 15-30tahun sebanyak 161 orang. Hasil data dioleh menggunakan teknik uji regresi linear sederhana. Hasil data yang dioleh ditemukan bahwa self-control mempunyai pengaruh terhadap online purchase decision making pada Generasi Z di Jabodetabek dengan dimensi behavior control memberikan pengaruh yang paling kuat dalam pengambilan keputusan. Serta self-control memberikan pengaruh sebesar 21,7% (r2 = 0,217). / The number of purchases of goods in e-commerce in Indonesia continues to increase from year to year and the consumers who make the most frequent purchases are Generation Z. Some of the things that make consumers make purchases are discountedprices and being too loyal to brands. Therefore, it is necessary to have good self- control in Generation Z. This study aims to examine the effect of self-control ononline purchasing decision making in Generation Z in Jabodetabek. This research method is quantitative by using self-control questionnaire and decision-making questionnaire. The research subjects were Generation Z in Jabodetabek aged 15-30 years as many as 161 people. The results of the data obtained by using a simple linear regression test technique. The results of the data obtained found that self-control has effect on online purchasing decision making in Generation Z in Jabodetabek with behavioral control dimensions giving the strongest influence in decision making. And self-control has an effect of 21.7% (r2 = 0.217)

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