Research Article
The Influence of Lifestyle and Digital Payment (Shopeepay) on Consumer Behavior in HARBOLNAS at Shopee
@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={11}, 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
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.
