Minat Generasi Z Terhadap Belanja Online Di Dusun Banjarejo Kabupaten Kediri

Abstract

The digital world is increasingly advancing along with technological developments. One of the proofs is in buying and
selling activities. Buying and selling activities are now evolving from conventional shopping to online shopping. The
increasing public interest in buying and selling online is a special concern. One of the concerns about the increasing
interest in buying and selling online is Generation Z, which incidentally is a generation that was born and developed in
the digital world that cannot be separated from social media. With the development of social media and the increasing
number of digital platforms in the field of online shopping, people, especially Generation Z, prefer online shopping over
conventional shopping. Various promotions through advertisements spread on social media make online shopping
customers increase. Various advantages are obtained by consumers in online shopping, such as convenience, practicality,
and price effectiveness. This study aims to measure the level of interest of Generation Z within the scope of Banjarejo
hamlet, Kediri Regency towards online shopping, which is a form of social change from conventional shopping to digitalbased shopping (online). And find out the reasons for the interest in online shopping. The research method used to
obtain maximum results is a quantitative descriptive analysis method based on the results of interviews and filling out
questionnaires by Generation Z. Which is then developed through detailed explanations. The results of the study are
the percentage of interest and increase in online shopping customers, which can be concluded that most of the respondents
are more interested in online shopping which provides more benefits for each consumer.