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Kustaji
Universitas Bojonegoro
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Gen Z Shopping Behavior Factors in Modern Retail Stores, Bojonegoro City, Indonesia Kustaji; Reza Anggapratama; Nurcholis; Ari Purnomo
Journal of Management Studies and Development Vol. 4 No. 02 (2025): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jmsd.v4i02.1053

Abstract

This study aims to explore the factors that influence Generation Z’s shopping behavior in modern retail stores in Bojonegoro, Indonesia. As digital technology and social media increasingly shape consumer habits, understanding how Gen Z that characterized by digital nativeness and high connectivity makes purchasing decisions is crucial for retail development. A qualitative approach was employed using in-depth interviews with five purposively selected participants aged 18–25, complemented by field observations and documentation.Thematic analysis revealed four dominant factors influencing Gen Z's retail shopping behavior: technology adoption, social media engagement, influencer impact, and social environment. Respondents indicated that product discovery often starts through platforms like TikTok and Instagram but decisions are finalized after in-store visits, highlighting a hybrid shopping pattern. Influencers, particularly micro-influencers with relatable content, significantly affect trust and intent to buy. Peer opinions and group shopping activities also play a critical role in shaping preferences.These findings suggest that while Gen Z is highly influenced by digital ecosystems, physical retail experiences remain vital. The research contributes to the understanding of hybrid consumer behavior and offers strategic implications for modern retailers seeking to align their marketing and service strategies with Gen Z preferences. Retailers are advised to integrate online and offline experiences, collaborate with digital influencers, and create interactive in-store environments to attract and retain this consumer segment.
Influence of BNPL Loans and Consumer Motivation on Youth Consumptive Behavior: Evidence from Pungpungan Village, Bojonegoro Regency, Indonesia Reza Anggapratama; Rina Sulistyowati; Fharhan Hadi Sulthoni; Muhammad Rizqi Agustino; Kustaji; Fauzian Noor
Journal of Management Studies and Development Vol. 5 No. 02 (2026): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/IISTR.jmsd.001905

Abstract

This study aims to investigate the influence of buy-now-pay-later (BNPL) online loans and consumer motivation on the consumptive behavior of youth in Pungpungan Village, Bojonegoro Regency. The collected data were processed quantitatively.This study adopts a correlational research design to examine the relationships between buy-now-pay-later online loan usage, consumer motivation, and the consumptive behavior of youth in Pungpungan Village, Bojonegoro Regency. The final sample comprises 100 respondents. The results indicate that both Pay Later usage and consumer motivation have a positive and significant effect on the consumptive behavior of youth in Pungpungan Village, both individually and simultaneously. Pay Later usage shows a stronger influence (0.485) compared to consumer motivation (0.208), with the model explaining 31.8% of the variance in consumptive behavior. These findings suggest that the ease of deferred payments combined with high consumer motivation substantially drives impulsive and excessive spending among rural youth. This study extends the literature on consumer behavior by integrating buy-now-pay-later (BNPL) usage and consumer motivation as joint predictors of consumptive behavior in a rural youth context. It offers a novel perspective by highlighting how fintech adoption interacts with psychological drivers to shape spending patterns outside urban settings.
Co-Authors Agustino, Muhammad Rizqi Anggapratama Anitasari, Hening Ari Purnomo Azhari, Azhari Budianto Budianto Budianto, B C. Sri Hartati Calista, Sativa Fairuz Citrapati, Mugito Dwi Irnawati Esti Nur Fadila Esti Nur Fadilla Fadila, Esti Nur Fajar Kurniawan Fajri, Mega Barokatul Fauzian Noor Fharhan Hadi Sulthoni Mei Anggraeni Mugito Mugito Niswah, Syifa’un Noor, Fauzian Nurcholis Pratama, Reza Angga Pratama, Reza Anggara Reza Anggapratama Rina Sulistyowati Rina Sulistyowati Saputra, Muhammad Yoga Aditya Selviana, Sova Shofie Shalzabilla Meta Firanka Soenarmi Soenarmi Sofie Shalzabilla Meta Firanka Sova Selviana Vicky Eka Prasetya