Willingness To Pay More Pada Generasi Y Dan Z: Konteks E-Commerce Indonesia

Reswara, Hening Hasna and Wijaya, Nikodemus Hans Setiadi (2024) Willingness To Pay More Pada Generasi Y Dan Z: Konteks E-Commerce Indonesia. Jurnal thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.

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Abstract

This study aims to understand the influence of e-commerce brand experience (BE), influencer (IF), and consumer attitude formation (CAF) towards willingness to buy (WTB) and willingness to pay more (WTPM). Utilizing the Stimulus-Organis response (SOR) theory and the Theory of Planned Behavior (TPB) as conceptual frameworks, this research navigates how external and interna factors affect consumer behavior in e-commerce context. Data were collected thorugh an online srvey by google form involving 245 respondents who are active shoppers on e-commerce platforms then the data are processed with Smart PLS 4.0 software. The result indicates that e- commerce brand experience and influencer positively influence consumer attitude formation. Consumer attitude formation then significantly influences willingness to buy and willingness to pay more. Additionally, willingness to buy significantly influences willingness to pay more. The practical implications of this study suggest that e-commerce companies should focus on enhancing brand experience and collaborating with appropriate influencers to shape positive consumer attitudes. Such positive attitude not only increase willingness to buy but also the willingness to pay more in that platform. This research provides valuable insight for developing effective marketing strategies to enhance customer loyalty and value in e-commerce.

Item Type: Thesis (Jurnal)
Additional Information: Thesis dapat dibaca di Perpustakaan dengan Call Number RES F 634/2024
Uncontrolled Keywords: e-commerce, brand experience, consumer attitude formation, influencer, willingness to buy, willingness to pay more, SOR theory, TPB theory
Subjects: MANAJEMEN > Perilaku Konsumen
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 19 Nov 2024 04:06
Last Modified: 19 Nov 2024 04:06
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/3054

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