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All Journal Movere Journal Optimal: Jurnal Ekonomi dan Manajemen
Nurfatima Azzahra
Universitas Andi Djemma
Decision Sciences, Operations Research & Management

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Pengaruh E-Commerce Dan Sustainability Marketing Terhadap Keputusan Pembelian Produk Makanan Ramah Lingkungan Masyarakat Palopo Umi Kalsum; Hesti Ardianti; Nurjannah; Nurfatima Azzahra; Eka Feby Wahyuningtyas
Movere Journal Vol. 8 No. 2 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Tri Dharma Nusantara Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53654/mv.v8i2.820

Abstract

This study aims to analyze the influence of e-commerce and sustainability marketing on consumers' purchasing decisions regarding environmentally friendly food products in Palopo. The study employed a quantitative research approach. Data were collected through an online questionnaire distributed to 120 randomly selected respondents. After the data passed the validity and reliability tests, they were analyzed using multiple linear regression with SPSS. The results indicate that, partially, both e-commerce and sustainability marketing have a positive and significant effect on consumers' purchasing decisions for environmentally friendly food products
Pengaruh Hedonic Shopping Value Terhadap Perilaku Konsumtif Generasi Z di Kota Palopo Auliya Zahra; Refalin Kalanik Embatau; Muh Aldi; Nurjannah; Nurfatima Azzahra
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12915

Abstract

This study aims to analyze the effect of Hedonic Shopping Value on the Consumptive Behavior of Generation Z in Palopo City. The research was motivated by the rapid development of digital technology, social media, and e-commerce platforms that have changed consumer shopping behavior, especially among Generation Z. Shopping activities are no longer merely intended to fulfill needs but also to gain pleasure, entertainment, and emotional satisfaction. This research employed a quantitative approach. Data were collected through observation, interviews, and questionnaires. The sample consisted of 65 respondents selected using incidental sampling. Data analysis was conducted using SPSS, including validity testing, reliability testing, classical assumption tests, simple linear regression analysis, coefficient of determination (R²), and t-test. The results indicate that Hedonic Shopping Value has a positive and significant effect on the Consumptive Behavior of Generation Z in Palopo City. This finding implies that the higher the pleasure obtained from shopping activities, the greater the tendency of Generation Z to engage in consumptive behavior. The results are expected to provide useful insights for business practitioners in designing effective marketing strategies and serve as a reference for future studies.
Co-Authors Auliya Zahra Eka Feby Wahyuningtyas Hesti Ardianti Muh Aldi Nurjannah Refalin Kalanik Embatau Umi Kalsum