Y Gen’s Online Buying Behavior: Indonesian Case
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 5
Abstract
Indonesian Y generation is considered as a group of people that most contribute on the growing of online shopping activity in Indonesia. The aim of this study is to analyze factors that affect Indonesian Y gen’s online buying behavior. This study used Elevenia site as specific online shopping site and used Elevenia ID Facebook fan page as research object to find the population. Purposive sampling method was used to select 138 samples of Elevenia ID Facebook fan page followers, especially followers who included Y generation category (was born in 1980-1999). This study employed a quantitative method by using data analysis namely Confirmatory Factor Analysis (CFA) to confirm whether the five factors (Usability, Interactivity, Online Trust, Aesthetic, and Marketing Mix) have shaped appropriately in accordance with the concept, then used Multiple Regression analysis to examine the effect of five factors on Indonesian Y gen’s online buying behavior simultaneously and partially, also examined the dominant factor that affects Indonesia Y generation to online shopping at the Elevenia site. The result of the study showed that Usability, Interactivity, Online Trust, Aesthetic, and Marketing Mix factors have shaped consistently in accordance with Constantinides’ concept about web experience elements on online buying behavior. Next, the result showed that the five factors were significantly affecting Indonesian Y gen’s online buying behavior, both simultaneously and partially. However, this study also revealed that marketing mix is as dominant factor that affect Indonesian Y generation to online shopping at Elevenia site. Finally, considering that Y generation have unique characteristics, thus the findings may enable be reference for the online marketers to formulate the best marketing strategy to face Y gen’s online buying behavior in Indonesia. Suggestions, limitations, and future research have explained at the end of the paper.
Authors and Affiliations
Intan Puspitasari, Mochammad Al Musadieq, Andriani Kusumawati
Keywords
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