<![CDATA[The development of digital technology has changed consumer behavior patterns, including how Generation Z obtains information, evaluates products, and makes purchases. Online shopping offers convenience, flexibility, product variety, and the ability to compare prices, while offline shopping provides a direct experience, personal interaction, and certainty about product condition. This study aims to analyze online and offline shopping preferences in relation to Generation Z consumer behavior in Tebing Tinggi City. The study used a descriptive quantitative approach with 50 respondents belonging to the Generation Z group and having experience shopping through both online and offline channels. The results show that Generation Z consumer behavior in choosing a shopping channel is influenced by a combination of factors such as convenience, price, product variety, trust, security, shopping experience, and speed of product acquisition. Online shopping has advantages in terms of flexibility and ease of access, while offline shopping has advantages in terms of physical product evaluation and direct interaction. The research findings indicate that Generation Z does not fully rely on one shopping channel, but tends to use online and offline channels according to their needs and the characteristics of the products purchased.]]>
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