Pengaruh Penggunaan E-Wallet, Promosi Cashback, dan Gaya Hidup Terhadap Perilaku Konsumtif Generasi Z

Abstract

This research aims to determine the influence of E-Wallets, Cashback Promotions, and Lifestyle on the Consumer Behavior of Generation Z. The data used in this research are primary and secondary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. Secondary data is additional information obtained by researchers indirectly. The population in this study were generation z respondents. The sample in this study was non-probability sampling using a purposive sampling technique with certain criteria including that respondents were required to have or use at least one popular digital wallet application, such as ShopeePay, GoPay, OVO, or DANA. Respondents who actively seek or use cashback as a decision factor in making purchases. Respondents tend to regularly purchase non-essential products, such as fashion items, food and beverages, entertainment, or other lifestyle products. Minimum age 12 to 27 years. The number of samples in this study was 140 respondents. Data analysis in this research uses Multiple Linear Regression Analysis.