Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

Online Fashion Shopping Motivation Analysis: Generation Y Women Perspective

Skripsi, 023 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 14:23:43
Oleh : Sabila Hanifan Ulaazizah - 155264027 (
Dibuat : 2019-11-29, dengan 4 file

Keyword : Online shopping motivation, Generation y, female consumers, fashion


Deskripsi Alternatif :

The aim of this study is to understand the patterns of online shopping behaviour of Indonesian Generation Y women. In particular, examining the role of the internet and fashion online in encouraging online consumption. The online fashion industry continues to increase significantly, and consumption of women's online shopping for Generation Y Indonesia is quite high. Therefore, this is an opportunity and challenge for online businesses in this competitive era, to be able and understand their potential consumers and win the competition. A qualitative approach through interviews with sixteen participants was used to collect data. Processing data using inductive thematic analysis. Three themes emerging from the data: Motivation to appear fashionable, a source of fashion trend information, online transaction facilities. Utilitarian motivation encourages online and fashion consumption as self-identity. Then, Instagram's role is used as a fashion reference. Whereas, e-commerce is a trusted means of shopping online. However, this research needs to be broader and broader motivation for online shopping. The limitations of this study are the need for generational generation and the expansion of gender. This study provides rich data for further analysis. This study provides insightful data for marketing managers engaged in the fashion business sector or other online field platforms, who use the internet as a business strategy tool. Keywords: Online shopping motivation, Generation y, female consumers, fashion.

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PropertiNilai Properti
Nama KontakErlin Arvelina
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
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  • Supervisor: Drs. Agustinus C. Februadi, M.Phil., Ph.D., Editor: Erlin Arvelina