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Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia

Research Article

The Influence of Lifestyle and Digital Payment (Shopeepay) on Consumer Behavior in HARBOLNAS at Shopee

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  • @INPROCEEDINGS{10.4108/eai.18-12-2023.2349530,
        author={Nur  Adilah and Putri  Ratu Sakinah and Salma  Az Zahra and Sarah  Fauziah and Suci  Amaliyah and Emaridial  Ulza},
        title={The Influence of Lifestyle and Digital Payment (Shopeepay) on Consumer Behavior in HARBOLNAS at Shopee},
        proceedings={Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia},
        publisher={EAI},
        proceedings_a={UHICEB},
        year={2024},
        month={12},
        keywords={lifestyle digital payment shopeepay consumer behaviour},
        doi={10.4108/eai.18-12-2023.2349530}
    }
    
  • Nur Adilah
    Putri Ratu Sakinah
    Salma Az Zahra
    Sarah Fauziah
    Suci Amaliyah
    Emaridial Ulza
    Year: 2024
    The Influence of Lifestyle and Digital Payment (Shopeepay) on Consumer Behavior in HARBOLNAS at Shopee
    UHICEB
    EAI
    DOI: 10.4108/eai.18-12-2023.2349530
Nur Adilah1, Putri Ratu Sakinah1, Salma Az Zahra1, Sarah Fauziah1,*, Suci Amaliyah1, Emaridial Ulza1
  • 1: Universitas Muhammadiyah Prof. DR. HAMKA
*Contact email: sarahfauziah1303@gmail.com

Abstract

The Industrial Revolution 4.0 has brought about a change in the way people live and behave. The integration of digital technology has facilitated the automation of previously manual community activities. National Online Shopping Day (HARBOLNAS) significantly impacts consumer behavior, potentially leading to excessive shopping due to the allure of massive discounts and the convenience of digital payment methods. This study aims to determine the effect of lifestyle and digital payment (Shopeepay) on consumer behavior among HARBOLNAS Shopee Marketplace users (case study on Gen-Z in Jakarta). This research employs a quantitative approach, utilizing a Likert scale measuring instrument and purposive sampling for data analysis. We analyzed the data using the Smart PLS path analysis method. This study included 200 respondents aged 11–27 who purchased products in the Shopee marketplace at HARBOLNAS using digital payment (Shopeepay). The data analysis and hypothesis testing conducted through questionnaire distribution demonstrate that lifestyle has a positive and significant influence on consumer behavior. There is also a positive influence of digital payments on consumer behavior. Currently, many Generation Z people shop online using digital payments because it makes it easier for consumers to carry out transactions, so this influences consumer behavior in shopping.

Keywords
lifestyle digital payment shopeepay consumer behaviour
Published
2024-12-13
Publisher
EAI
http://dx.doi.org/10.4108/eai.18-12-2023.2349530
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