Analisis Gaya Hidup dan Perilaku Pembelian Online Mahasiswa Generasi Z dalam Perspektif Theory of Planned Behavior
DOI:
https://doi.org/10.30872/jfor.v27i1/3581Keywords:
Gaya hidup, Perilaku Pembelian Online, Theory of Planned BehaviorAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor psikologis yang memengaruhi perilaku aktual dan niat membeli barang secara daring pada mahasiswa Generasi Z dengan menggunakan pendekatan Theory of Planned Behavior (TPB). Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling Partial Least Square (SEM-PLS), berdasarkan data dari 101 responden mahasiswa yang dipilih menggunakan teknik purposive sampling. Analisis dilakukan melalui pengujian model pengukuran (outer model), model struktural (inner model), serta efek langsung dan tidak langsung antar konstruk. Hasil penelitian menunjukkan bahwa sikap terhadap perilaku (attitude toward behavior) dan norma subjektif berpengaruh signifikan terhadap perilaku aktual, dengan niat berperilaku sebagai mediator utama yang juga memiliki pengaruh langsung paling kuat terhadap perilaku aktual. Sebaliknya, kontrol perilaku yang dirasakan tidak menunjukkan pengaruh signifikan baik secara langsung maupun tidak langsung. Selain itu, variabel kontrol jenis kelamin terbukti memiliki pengaruh terhadap perilaku aktual, namun faktor demografis lainnya tidak signifikan. Temuan ini memperkuat validitas TPB dalam menjelaskan perilaku belanja daring mahasiswa Gen Z dan menunjukkan bahwa sikap pribadi serta pengaruh sosial lebih dominan dibandingkan persepsi kendali individu. Implikasi dari penelitian ini menggarisbawahi pentingnya strategi komunikasi dan pemasaran yang menekankan pada pembentukan sikap positif dan pengaruh sosial melalui media digital. Penelitian ini menyarankan perlunya pengembangan program literasi digital yang menekankan pada pembentukan sikap konsumtif yang bijak serta pemanfaatan norma sosial dalam mempengaruhi keputusan belanja generasi muda
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