Abstract
The phenomenon of the covid 19 pandemics has changed consumer behavior, especially Generation Z who are proficient with social media, but there needs to be a trigger to want to shop at the marketplace. The purpose of this research is to find out empirically about the role of online shopping as mediation, the effect of content marketing, and price discounts on loyalty. consumers, as well as testing consumer pleasure as a moderator. This study uses a population of students who have shopped online at least 3 times using a sample of 100. Using the incidental sampling technique, you are ready to fill out the google form link. The results of this study found that online shopping has a positive effect on consumer loyalty, but online shopping needs encouragement from content marketing and price discounts that make consumers interested. The finding from moderation is that consumer pleasure weakens the effect of content marketing on online shopping, although not significantly. Meanwhile, consumer pleasure strengthens the effect of price discounts on online shopping, although it is not significant. Based on this research, it is proven that discounted prices are more attractive to consumers because they can perform efficiently during this pandemic.
Highlights
The internet is growing rapidly in Indonesia which is supported by the development of a demographic bonus every year from the younger generation
The purpose of this study is to prove empirically the effect of content marketing, price discounts on online shopping decisions, consumer delight, and consumer p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) loyalty
Using the dominant internet for 10 hours and above means that students often use it to see the marketplace displaying goods in online stores that are needed and what percentage of the discount is offered. Even though they have used the internet p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) for a long time, consumers sometimes shop for up to 66%, meaning that it depends on their needs and available goods
Summary
The internet is growing rapidly in Indonesia which is supported by the development of a demographic bonus every year from the younger generation. According to APJII data, the number of internet users in Indonesia in early 2021 was 202.6 million, or 73.7% of Indonesia's population of 274.9 million. The number of internet users in Indonesia is the 4th largest in the world after America, India, and China. According to Wikipedia Indonesia (2020) that Generation Z is the generation born between 1998 and 2010 and some think that from 1996-2012 early, there are still different opinions on when Generation Z appeared, but the majority of opinions say Generation Z was born in 1998-2010 (Age 10). The Internet is widely used by people aged 15 to 19 years
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