EKSPLORASI PERILAKU BELANJA GENERASI Z PADA PLATFORM DIGITAL E-COMMERCE STUDI KUALITATIF TIKTOKSHOP ATAU TOKOPEDIA DAN SHOPEE

Nurul Fitri Sholikhatin (Universitas 17 Agustus 1945 Surabaya)
Fransiska Aulia Sari (Universitas 17 Agustus 1945 Surabaya)
Vanessa Sherylia Nurani Putri (Universitas 17 Agustus 1945 Surabaya)
Novani Yuliannisa (Universitas 17 Agustus 1945 Surabaya)
Tan Evan Tandiyono (Universitas 17 Agustus 1945 Surabaya)

JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Vol. 3 No. 4 (2026): JULI

This study aims to explore Generation Z's shopping behavior on e-commerce platforms, namely TikTok Shop, Tokopedia, and Shopee. The research employed a qualitative approach using interviews, observations, and documentation as data collection techniques. The results show that TikTok Shop attracts consumers through visual content and live streaming, Tokopedia is preferred for its trustworthiness and transaction security, while Shopee is favored due to its promotions, discounts, and free shipping offers. Factors influencing purchasing decisions include price, ease of use, product reviews, promotions, and social media influence. The study concludes that Generation Z exhibits different shopping behavior patterns across e-commerce platforms based on the unique characteristics and advantages of each platform.