Analysis of Tokopedia's Purchase Intention among Generation Z in Jakarta
Abstract
The emergence of e-commerce platforms like Tokopedia has transformed shopping behavior, especially among younger generations. Understanding the factors that influence consumer purchase intention towards Tokopedia is crucial for the platform to develop effective marketing strategies. This study aims to examine the purchase intention of Generation Z consumers towards Tokopedia by analyzing the factors in the Theory of Planned Behavior (TPB), namely attitude, subjective norms, and perceived behavioral control. The study employs a quantitative method with data collection techniques through online surveys distributed on social media using Google Forms. The research sample consists of Generation Z consumers in Jakarta. Data was analyzed using SPSS to analyze the TPB constructs. The results indicate that the TPB factors have a positive influence on the purchase intention of Generation Z consumers towards Tokopedia. Consumers with a positive attitude towards Tokopedia, who feel social normative pressure to purchase on the platform, and believe they have the ability to do so, are more likely to exhibit strong purchase intention. The findings of this study suggest that TPB is an effective framework for understanding the purchase intention of Generation Z consumers towards Tokopedia. Tokopedia can utilize these findings to develop targeted marketing strategies, such as building a positive brand image, leveraging social influence, and ensuring a user-friendly platform.
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