Pengaruh Kepercayaan Diri dan Persepsi Kualitas Produk terhadap Perilaku Konsumtif di E-commerce pada Generasi Z

Abstract

Kemajuan teknologi saat ini memengaruhi segala aspek kehidupan manusia khususnya dalam hal berbelanja. Penelitian ini bertujuan untuk melihat pengaruh kepercayaan diri dan persepsi kualitas produk terhadap perilaku konsumtif generasi Z yang berbelanja melalui e-commerce. Desain penelitian ini adalah cross-sectional study dan teknik purposive sampling menggunakan kuesioner online dengan jumlah responden 192 orang. Data diolah dan dianalisis menggunakan program Microsoft Excel 2019, Statistical Program for Social Sciences (SPSS) 25, dan SMART-PLS. Hasil menunjukkan tidak terdapat hubungan antara karakteristik responden dengan kepercayaan diri, persepsi kualitas produk, dan perilaku konsumtif. Hasil uji pengaruh menunjukkan bahwa kepercayaan diri berpengaruh positif terhadap persepsi kualitas produk dan berpengaruh negatif terhadap perilaku konsumtif, serta persepsi kualitas produk juga berpengaruh negatif terhadap perilaku konsumtif.

Advances in technology today affect all aspects of human life, especially in terms of shopping. This study aims to see the influence of self-confidence and perceived product quality on the consumptive behavior of Generation Z who shop through e-commerce. The design of this study was a cross-sectional study and a purposive sampling technique using an online questionnaire with 192 respondents. Data was processed and analyzed using the Microsoft Excel 2019 program, Statistical Program for Social Sciences (SPSS) 25, and SMART-PLS. The results show that there is no relationship between the characteristics of respondents with self-confidence, perceived product quality, and consumptive behavior. The results of the influence test show that self-confidence has a positive effect on perceived product quality and a negative effect on consumptive behavior, and perceived product quality also has a negative effect on consumptive behavior.