PENGARUH PENERAPAN HYPER PERSONALIZATION TERHADAP CONSUMER PURCHASE BEHAVIOR MELALUI BEHAVIORAL INTENTION
SURVEI PENGGUNA APLIKASI SHOPEE GENERASI Z DI KOTA BANDUNG
Abstract
Kemajuan teknologi, penetrasi internet, dan perubahan perilaku konsumen mendorong pertumbuhan e-commerce yang pesat. Studi ini menganalisis bagaimana penerapan Hyper Personalization pada aplikasi Shopee berdampak pada sikap pelanggan (Attitude), norma subjektif (Subjective Norm), kemudahan penggunaan (Perceived Ease of Use), dan kegunaan yang dirasakan (Perceived Usefulness) melalui niat perilaku (Behavioral Intention). Studi ini menggunakan metode kuantitatif menggunakan Theory of Reasoned Action (TRA) dan Technology Acceptance Model (TAM) dengan total 193 responden pengguna aplikasi Shopee Generasi Z di Kota Bandung. Hasilnya menunjukan bahwa semua variabel independent berpengaruh signifikan terhadap Behavioral Intention yang kemudian memediasi peningkatan Consumer Purchase Behavior. Studi ini memberikan wawasan bagi platform e-commerce dalam mengoptimalkan Hyper Personalization untuk meningkatkan keterlibatan pengguna serta mendorong pembelian yang lebih tinggi.
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Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Ajzen, I. (1991). The Theory of Planned Behavior.
APJII. (2024, February 7). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Https://Apjii.or.Id/Berita/d/Apjii-Jumlah-Pengguna-Internet-Indonesia-Tembus-221-Juta-Orang.
Argyanti, A., Khairuna, D., & Argiyanti, R. Y. (2024). ANALISIS MANAJEMEN PEMASARAN PADA E-COMMERCE SHOPEE DI INDONESIA.
Charlotte Nickerson. (2023, October 16). Theory Of Reasoned Action (Fishbein And Ajzen, 1975).
David L. Mothersbaugh, & Del I. Hawkins. (2010). Consumer Behavior: Building Marketing Strategy (11th ed.).
Dedi Riswandi. (2019). Transaksi On-Line (E-commerce): Peluang dan Tantangan Dalam Perspektif Ekonomi Islam.
Delloite. (2020). Thriving in the era of pervasive AI Deloitte’s State of AI in the Enterprise, 3rd Edition A report by the Deloitte AI Institute and the Deloitte Center for Technology, Media & Telecommunications. https://my.deloitte.com/subscriptions.html
Fred D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.
Handayani Sri, & Saputra Surya Ade. (2019). Pengaruh Persepsi Kemudahan dan Persepsi Kemanfaatan Terhadap Penggunaan Sistem KKN Online Dengan Pendekatan TAM.
Icek Ajzen, & Martin Fishben. (1975). Belief, Attitude, Intention, and Behavior : A Theory and Research, Reading, MA: Addison - Wesley. Https://People.Umass.Edu/Aizen/F&a1975.Html.
J. Paul Peter, & Jerry C. Olson. (2008). Consumer Behavior and Marketing Strategy.
J Z E N, I. A. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior1. In Journal ofApplied Social Psychology (Vol. 32).
Jain, G., Rakesh, S., Kamalun Nabi, M., & Chaturvedi, K. R. (2018). Hyper-personalization – fashion sustainability through digital clienteling. Research Journal of Textile and Apparel, 22(4), 320–334. https://doi.org/10.1108/RJTA-02-2018-0017
Leon G. Schiffman, & Joseph Wisenblit. (2015). Consumer Behaviour (11th ed.). Pearson.
Leon G. Schiffman, & Leslie Lazar Kanuk. (2010). Consumer Behaviour (10th ed.). Pearson.
Littlejohn, S. W. . (2011). Theories of Human Communication. Waveland Press.
Marketeers.com. (2019, November 12). Kampanye 11.11, Shopee Jual 70 Juta Produk Dalam Satu Hari. https://www.marketeers.com/kampanye-11-11-shopee-jual-70-juta-produk-dalam-satu-hari/
Nurhayati, L., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Hyper-personalization in Social Media Marketing (Conceptual Framework). International Journal of Integrative Sciences, 3(5), 439–452. https://doi.org/10.55927/ijis.v3i5.9382
Pikiran Rakyat. (2019, October 17). Pengguna E-commerce Terbesar Ada di Bandung . https://www.pikiran-rakyat.com/ekonomi/pr-01321279/pengguna-e-commerce-terbesar-ada-di-bandung?page=all
Surendran, P. (2012). Technology Acceptance Model: A Survey of Literature.
Turban, E., Outland, J., King, D., Lee, J., Liang, T.-P., & Turban, D. (2018). Electronic Commerce 2018: A Managerial and Social Networks Perspective. https://doi.org/10.1007/978-3-319-58715-8
Utamanyu, R. A., & Darmastuti, R. (2022). BUDAYA BELANJA ONLINE GENERASI Z DAN GENERASI MILENIAL DI JAWA TENGAH (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
Venkatesh, V., Smith, R. H., Morris, M. G., Davis, G. B., Davis, F. D., & Walton, S. M. (2003). USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW 1. In User Acceptance of IT MIS Quarterly (Vol. 27, Issue 3).
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2025-04-30
How to Cite
Nazwa, F., & Salya, A. (2025). PENGARUH PENERAPAN HYPER PERSONALIZATION TERHADAP CONSUMER PURCHASE BEHAVIOR MELALUI BEHAVIORAL INTENTION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2897-2926. https://doi.org/10.31955/mea.v9i1.5534
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