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Jurnal Ilmu Sosial dan Ilmu Politik (JISIP)
Published by Universitas Tribhuwana Tunggadewi
ISSN : -     EISSN : 24426962     DOI : 10.33366/jisip
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
JISIP Journal of Social and Political Science is published three times a year (April, August and December). Article published in JISIP is an article based on the results of research (priority), and articles on scientific reviews of contemporary phenomena in the field of Social and Political Science, Communication and Public Administration. In receiving articles that will be reviewed by internal, external editors and reviewers. Each article entered in the JISIP journal will be sent to the editors section through the Initial Review process. After that, the articles will be sent to peer reviewers to get the Double-Blind Peer Review Process. JISIP will be published papers chosen under the a Creative Commons Attribution-ShareAlike 4.0 International License.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 611 Documents
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Trends in Online Shopping Behavior Among the Millennial Generation Maria Yuliastuti; Theresia Intan Putri Hartiana
Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Vol 15, No 1 (2026): April
Publisher : Universitas Tribhuwana Tungga Dewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jisip.v15i1.3903

Abstract

This research aims to describe the online shopping behavior of the millennial generation. Examining millennials is particularly compelling because the surge in e-commerce activity is closely tied to Generation Z and Millennial consumers, who collectively contribute 85% of total transactions. Moreover, the millennial generation bridges "two shopping eras"; they have experienced traditional shopping with direct buyer-seller interactions and are now compelled to adapt to digital shopping methods driven by modern developments, such as e-commerce. This study utilized a survey method, distributing questionnaires to 100 respondents selected via purposive sampling. The sampling criteria required respondents to belong to the millennial generation (born between 1980 and 2000) and to have prior experience shopping on e-commerce platforms. The results indicate that for millennials, Shopee's application interface and live streaming features dominate in terms of attractiveness, expertise, product usefulness, purchase convenience, product price, and perceived enjoyment. However, regarding the efficiency and effectiveness of e-commerce shopping, TikTok Shop provides a stronger impetus for millennials to engage in impulsive buying behavior.Penelitian ini bertujuan untuk mendeskripsikan perilaku belanja online pada generasi milenial. Kajian mengenai generasi milenial menjadi sangat menarik karena peningkatan aktivitas e-commerce tidak terlepas dari kontribusi konsumen Generasi Z dan Milenial yang menyumbang sebesar 85% dari total transaksi. Selain itu, generasi milenial merupakan kelompok yang berada dalam "dua era berbelanja"; mereka pernah mengalami era berbelanja tradisional melalui interaksi langsung antara pembeli dan penjual, sekaligus dituntut untuk mengikuti metode belanja digital akibat perkembangan zaman, salah satunya melalui e-commerce. Penelitian ini menggunakan metode survei dengan menyebarkan kuesioner kepada 100 responden yang dipilih melalui teknik purposive sampling. Kriteria penentuan responden meliputi: (1) termasuk dalam generasi milenial yang lahir pada rentang tahun 1980–2000, dan (2) pernah melakukan aktivitas belanja di platform e-commerce. Hasil penelitian menunjukkan bahwa bagi generasi milenial, tampilan aplikasi dan fitur live streaming Shopee mendominasi dalam unsur daya tarik (attractiveness), expertise, kegunaan produk (product usefulness), kemudahan pembelian (purchase convenience), harga produk (product price), dan kesenangan yang dirasakan (perceived enjoyment). Kendati demikian, dalam aspek efisiensi dan efektivitas berbelanja di e-commerce, TikTok Shop justru memberikan dorongan yang lebih kuat bagi generasi milenial untuk melakukan pembelian impulsif (impulsive buying).

Page 62 of 62 | Total Record : 611

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