Perbandingan Persepsi Berbelanja secara Online Antara Generasi X Dan Y
DOI:
https://doi.org/10.31154/cogito.v7i1.286.52-60Abstract
Saat ini perkembangan teknologi yang pesat telah merubah prilaku para pelanggan khususnya dalam cara berbelanja dimana pembelian barang ataupun jasa dapat dilakukan dengan mudah melalui internet. Walaupun terdapat kemudahan yang ditawarkan oleh teknologi tersebut, masih terdapat sebagian segmen pelanggan yang masih enggan ataupun takut untuk menggunakannya. Penelitian ini dibuat untuk mengetahui persepsi pelanggan dua kelompok generasi yakni generasi X dan generasi Y terkait kenyamanan dalam berbelanja secara online. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan uji beda yakni independent sample t test yang bertujuan untuk mengetahui apakah terdapat perbedaan yang signifikan antara kelompok generasi X dan generasi Y jika ditinjau dari sisi kenyamanan berbelanja secara online. Terdapat 366 responden dalam penelitian ini. Hasil penelitian ini mendapati bahwa tidak terdapat perbedaan yang signifikan antara generasi X dan generasi Y ditinjau dari persepsi kenyamanan berbelanja secara online, kecuali untuk kategori terkait perhatian dari toko online dimana didapati generasi Y memiliki persepsi yang lebih baik dibandingkan dengan generasi X. Kata kunci— Berbelanja secara online, Generasi X, Generasi YReferences
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