Impact of marketing strategy and tam on buyer attitudes on online platforms: A study on gen z marketplace users
##plugins.themes.bootstrap3.article.main##
Abstract
This paper looks at how simplicity, confidence, discounts, free shipping coupons, and endorsements affect Gen Z's buying choices and consumer behavior in marketplaces. The findings reveal that while free shipping vouchers are detrimental, trust is the most powerful influence. These results enable companies to create successful marketing plans. The study results show that the main influence on buying choices and consumptive behavior is consumer confidence in market platforms. Though to a lesser degree, shopping choices are also influenced by perceived simplicity of use, marketing tactics, and endorser support. Interestingly, shopping interest was negatively affected by free shipping coupons. On the other hand, for consumptive behaviour, only trust and promotions showed a major impact. These results imply that digital marketing plans should give consumer trust first priority. By investigating the particular effects of perceived simplicity, confidence, incentives, free shipping coupons, and endorsements on Generation Z's behavior in marketplaces, this paper makes a special contribution. Unexpectedly, the results show that while endorsements only influence buying choices—not consumptive behavior—two seldom recorded events in prior studies, free shipping vouchers really harm consumers. By revealing the unique dynamics of Gen Z—who are impulsive yet critical—this study closes a gap in the literature and offers insightful analysis for digital marketing plans.
##plugins.themes.bootstrap3.article.details##
Agustiningrum, D., & Andjarwati, A. L. (2021). Pengaruh Kepercayaan, Kemudahan, dan Keamanan terhadap Keputusan Pembelian di Marketplace. Jurnal Ilmu Manajemen, 9(3), 896–906. https://doi.org/10.26740/jim.v9n3.p896-906
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson UK.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Fromm, J. (n.d.). How Gen Z Is Changing The Face Of Retail Sales. Forbes. Retrieved April 21, 2025, from https://www.forbes.com/sites/jefffromm/2022/07/18/how-gen-z-is-changing-the-face-of-retail-sales/
Gefen, Karahanna, & Straub. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51. https://doi.org/10.2307/30036519
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (Eighth edition). Cengage.
Handayani, O. P., & Meitawati, T. (2024). Pengaruh Voucher Diskon dan Gratis Ongkos Kirim Terhadap perilaku Konsumtif ditinjau dari Perspektif Islam. Jurnal Kajian Ilmiah, 24(3), 257–270. https://doi.org/10.31599/3hpynp70
Hasdani, Nasir, M., & Burhanuddin. (2021). PERSEPSI KEMUDAHAN PENGGUNAAN APLIKASI SHOPEE TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA USERS DI KABUPATEN BUNGO. Jurnal Manajemen Sains, 1(3), 187–196. https://doi.org/10.36355/jms.v1i3.614
Jamaludin, A., Arifin, Z., & Hidayat, K. (2015). PENGARUH PROMOSI ONLINE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN. 21(1).
Johnson, R. A., & Wichern, D. W. (2007). Applied multivariate statistical analysis (6th ed). Pearson Prentice Hall.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.
Kotler, P., & Keller, K. L. (2016). Marketing management (15 [edition]). Pearson.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Inf. Manage., 40(3), 191–204. https://doi.org/10.1016/S0378-7206(01)00143-4
Miswanto, M., Sidik, P. A., & Arrafi, M. F. (2022). Pengaruh Persepsi Kemudahan, Persepsi Manfaat, Promosi E-Wallet dan Lingkungan Teman Sebaya terhadap Perilaku Konsumtif Mahasiswa. Jurnal Bisnis dan Ekonomi, 28(2), 136–151. https://doi.org/10.35315/jbe.v28i2.9274
Nilammadi, W. O. M. (2021). HUBUNGAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE DAN TOKOPEDIA. Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(1). https://doi.org/10.35308/jbkan.v5i1.3045
Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
Safira, R., Sugianto, S., & Harahap, R. D. (2023). Pengaruh Kepercayaan, Kemudahan, dan Manfaat Digital Payment Sebagai Alat Pembayaran Terhadap Perilaku Konsumtif Individu Dengan Digital Savvy Sebagai Variabel Moderating. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 2859–2878. https://doi.org/10.47467/alkharaj.v5i6.3694
Schiffman, L. G., Kanuk, L. L., Kumar, S. R., & Wisenblit, J. (2010). Consumer behavior, 10th edition. Pearson Education. http://repository.iimb.ac.in/handle/2074/12722
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. John Wiley & Sons.
Septiani, D., Hasibuan, M., Anggraini, S. R., Hanifah, S. S., & Riofita, H. (2023). PENGARUH HARGA DAN PROMOSI TERHADAP PERILAKU KONSUMTIF MAHASISWA PADAE-COMMERCE SHOPEE.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53–55. https://doi.org/10.5116/ijme.4dfb.8dfd
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Yelta, R. K., & Yamini, E. A. (2023). Pengaruh Program Gratis Ongkir dan Subsidi Voucher Belanja Terhadap Keputusan Pembelian Pada Platform E-Commerce Tik Tok Shop. Jurnal Bisnis Dan Manajemen (JURBISMAN), 1(3), Article 3. https://doi.org/10.61930/jurbisman.v1i3.281
Zhang, Y., Trusov, M., Stephen, A. T., & Jamal, Z. (2017). Online Shopping and Social Media: Friends or Foes? Journal of Marketing, 81(6), 24–41. https://doi.org/10.1509/jm.14.0344
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.