Electronic Resource

Generation Z Purchasing Behavior Profile in the Digital Economy: Normative Analysis in Online Markets

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This research aims to detail Generation Z's purchasing behavior in the online market. This
research provides an in-depth view for e-commerce companies and marketers to develop more effective
strategies in attracting and retaining Generation Z. This research method is normative descriptive
research. The type of research used is exploratory research. Data collection techniques involve
literature reviews from various journal sources and related literature. The data analyzed is secondary
data and the data analysis method involves normative analysis to identify the differences between
"das sollen" (should) and "das sein" (actual conditions) in the purchasing behavior of Generation Z
in the digital economy. This research reveals that Generation Z has a high affinity for using
smartphones when shopping online, indicating a dependence on mobile technology in the digital
economy era. Generation Z is more active in shopping online compared to previous generations,
indicating the important role of digital platforms in shopping behavior patterns. Continuous
recommendations from this research emphasize the importance of continuous adaptation to
technological changes and the dynamics of Generation Z consumer behavior. Businesses are expected
to combine innovative marketing strategies with responsive shopping experiences to attract and retain
Generation Z as loyal consumers

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Availability

Detail Information

Series Title

Ekonomi Syariah

Call Number

-

Publisher

Bogor : Jurnal Ilmiah Manajemen Kesatuan., 2024

Collation

pp. 1355-1362

Language

English

ISBN/ISSN

2721 – 169X

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 12 No. 1, 2024 pp. 1355-1362

Subject(s)

Motivation
Security
generation z
Online Purchasing
Online Marketplace

Specific Detail Info

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Statement of Responsibility

Muhammad Zhulal

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