Analisis Perilaku Generasi Z dalam Pembelian Produk Makanan secara Online (Kasus : Mahasiswa/i di Universitas Sumatera Utara dan Universitas Methodist Indonesia)

Abstract

This study aims to describe the Behavior of generation Z in purchasing food products online and to analyze the influence factors on the Behavior of generation Z in purchasing food products online. The determination of the research area carried out by purposive sampling. Sampling conducted by using the Accidental Sampling method. The number of samples determined using the Slovin formula, obtained as many as 100 people. The analysis method to explain the Behavior of generation Z in purchasing food products online used descriptive analysis and to analyze the factors that influence the Behavior of generation Z in purchasing food products online using binary logistic regression analysis. The results of the research show that the influence of attitude factors, subjective norms, perceived behavioral control on generation Z behavior in purchasing food products online is in the medium category (confident). Meanwhile, the purchase intention factor regarding Generation Z's behavior in purchasing food products online is classified as high (very confident). This means that generation Z is confident in purchasing food products online. Factors that significantly influence generation Z's Behavior in purchasing food products online are the amount of pocket money per month.