THE INFLUENCE OF DIGITAL LIFESTYLE AND TRUST ON GENERATION Z CONSUMERS' PURCHASE DECISIONS IN BOGOR CITY ON SHOPEE E-COMMERCE
Keywords:
digital lifestyle, trust, purchasing decision, Generation Z
Abstract
This study aims to analyze the influence of digital lifestyle and trust on the purchasing decisions of Generation Z consumers in Bogor City on the e-commerce platform Shopee. The rapid development of digital technology has driven changes in consumer behavior, particularly among Generation Z, who demonstrate a high level of engagement in using the internet and digital applications for shopping activities. This research employs a quantitative approach, with data collected through questionnaires distributed to Generation Z respondents in Bogor City. The data were analyzed using multiple linear regression to examine the effect of independent variables on the dependent variable. The results indicate that digital lifestyle and trust have a positive and significant effect on purchasing decisions. These findings suggest that higher digital engagement and greater consumer trust increase the likelihood of making purchasing decisions. This study is expected to provide insights for e-commerce practitioners in understanding the behavior of Generation Z consumers.
References
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Zahara, R. D., Athar, H. S., & Hilmiati. (2024). Pengaruh Gaya Hidup, Kemudahan Penggunaan Dan Kepercayaan terhadap Keputusan Pembelian Konsumen Di Aplikasi Shopee (Studi Pada Mahasiswa FEB Universitas Mataram). JRP: Jurnal Riset Pemasaran, 3(2), 90–98.
Aryoko, N. V., & Dirgiatmo, Y. (2025). The Influence of Customer Trust as a Mediator Between Uncertainty Avoidance and Purchase Intention in Shopee. International Journal of Economics, Business and Management Research, 09(01), 151–167. https://doi.org/10.51505/IJEBMR.2025.9111
Ashari, N. N., & Indayani, L. (2023). Generation Z Perception of Affiliate Marketing, Online Customer Experiences and Brand Trust Toward Purchase Decision on Marketplace Shopee. https://doi.org/10.21070/ups.1022
Astiana, Mustari, Supatminingsih, T., Said, M. I., & Hasan, M. (2022). Pengaruh Promosi, Kemudahan, Dan Kepercayaan Terhadap Keputusan Pembelian Melalui Sistem E-Commerse Shopee Pada Pengguna Aplikasi Shopee Di Kecamatan Mamasa Kabupaten Mamasa. Jurnal Ekonomi, Sosial & Humaniora, 4(02), 14–26. https://www.jurnalintelektiva.com/index.php/jurnal/article/view/849
Halimatussa’diyah, Nuzula, F., Malikah, N., & Ridho, K. (2024). Media Massa Dan E-Commerce: Dampak Shopee Terhadap Gaya Hidup Dan Nilai Kultural Konsumen. Jurnal Nasional Ilmu-Ilmu Sosial Dan Humaniora, 29(2), 83–95. https://jurmafis.untan.ac.id/index.php/Proyeksi/article/view/4784
Harsono, S., Haripraditya, N. T., & Soleh, M. A. R. (2022). Perilaku belanja online dan niat beli pada generasi “Z†di Indonesia. Journal of Business & Banking, 12(1), 143–160. https://doi.org/10.14414/jbb.v12i1.3111
Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice Hall.
Kotler, P., & Lee, N. (2008). Social Marketing: Influencing Behaviors for Good. Sage Publications.
Kristanto, A., Nurchayati, N., Prasetyo, H. E., & Ikut, C. I. (2025). Pengaruh Promosi, Kemudahan Transaksi dan Kepercayaan Pada Pengguna Shopee Paylater Terhadap Keputusan Pembelian. Jesya, 8(1), 62–73. https://doi.org/10.36778/jesya.v8i1.1799
Laila Alfi Syahrillah. (2026). Analisis Perilaku dan Preferensi Konsumen Generasi Z pada Toko Online di Era Digital (Studi Kasus : Shopee). MAMEN: Jurnal Manajemen, 5(1), 80–88. https://doi.org/10.55123/mamen.v5i1.6807
Mawardi, I., Huda, A. F., & Risqiyah, L. (2024). Trends of Hajj and Umrah on Instagram: Commercialization and Self-Representation. Multazam : Jurnal Manajemen Haji Dan Umrah, 4(2), 15–30. https://doi.org/https://doi.org/10.32332/3vr7dn33
Nurmalia, G., Mutiasari Nur Wulan, & Zathu Restie Utamie. (2024). Gaya Hidup Berbasis Digital Dan Perilaku Konsumtif Pada Gen Z Di Bandar Lampung: Keputusan Pembelian Melalui Marketplace Shopee. Jurnal Rekoginisi Ekonomi Islam, 3(01), 22–32. https://doi.org/10.34001/jrei.v3i01.846
Octavian, H. S., & Soedargo, B. P. (2023). Perilaku Penggunaan Dompet Digital pada Generasi Z di Bogor. Jurnal Ilmiah Manajemen Kesatuan, 11(1). https://doi.org/10.37641/jimkes.v11i1.1727
Putri, A. R., & Suwanan, A. F. (2025). Determinants of Generation Z’s Intention to Pay Zakat Digitally. Jurnal Ekonomi Syariah Teori Dan Terapan, 12(3), 264–283. https://doi.org/10.20473/vol12iss20253pp264-283
Saputra, V. R. J., & Sudarwanto, T. (2023). Pengaruh Gaya Hidup, Kepercayaan Dan Kemudahan Terhadap Keputusan Pembelian Menggunakan Shopee Paylater Masyarakat Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 11(2).
Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D. Alfabeta.
Susilabudi, K., Zulaeha, L., Fatimah, R., & Iqbal. (2024). Faktor-faktor yang Mempengaruhi Pengambilan Keputusan Generasi Milenial Berzakat Online (Suatu Kajian Studi Literatur Perilaku Konsumen). Jurnal Ilmu Manajemen Dan Pemasaran, 2(2). https://e-journal.stimbudibakti.ac.id/index.php/jimapas/id/article/view/176
Weningtyas, H., Marsudi, & Juliati, R. (2024). The Impact of E-Service Quality on E-Loyalty among Indonesian Sharia Bank Customers Using BSI Mobile Through The Mediation of E-Trust and E-Satisfaction. Business Innovation Management and Entrepreneurship, 3(2), 93–105. https://doi.org/10.22219/bimantara.v3i02.31187
Zahara, R. D., Athar, H. S., & Hilmiati. (2024). Pengaruh Gaya Hidup, Kemudahan Penggunaan Dan Kepercayaan terhadap Keputusan Pembelian Konsumen Di Aplikasi Shopee (Studi Pada Mahasiswa FEB Universitas Mataram). JRP: Jurnal Riset Pemasaran, 3(2), 90–98.
Published
2026-05-03
How to Cite
Rizky Sindhu Wardoyo, & Kushardanta Susilabudi. (2026). THE INFLUENCE OF DIGITAL LIFESTYLE AND TRUST ON GENERATION Z CONSUMERS’ PURCHASE DECISIONS IN BOGOR CITY ON SHOPEE E-COMMERCE. Journal Informatic, Education and Management (JIEM), 8(2), 236-246. https://doi.org/10.61992/jiem.v8i2.348
Section
Articles
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