Batam State Polytechnic Case Study: Generation Y in Online Fashion Shopping

Ria Anastasia, Nanik Lestari

2021

Abstract

Generation Y are those who were born from 1981 to 2000. In this era, they are starting to forget about shopping through stores and prefer shopping online. This research aims to identify and test what perceptions support generation Y in online fashion shopping. The purchase intention is measured by the perceived trend, perceived shopping enjoyment, perceived economic orientation, and perceived brand value. This study uses non-probability sampling method with snowball technique. Data processing techniques using SPSS 22 by performing multiple regression and independent t-test. This study uses a questionnaire distributed via google form with the number of respondents as many as 369 Batam State Polytechnic Students. The results found, first perceived trend, perceived shopping enjoyment, perceived economic orientation, and perceived brand value has a positive effect on online fashion shopping intentions. Second, there is a difference perceived trend, perceived shopping enjoyment, perceived economic orientation and perceived brand value between women and men in online fashion shopping.

Paper Citation

in Harvard Style

Anastasia R. and Lestari N. (2021). Batam State Polytechnic Case Study: Generation Y in Online Fashion Shopping. In Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-605-7, pages 418-425. DOI: 10.5220/0010935400003255

in Bibtex Style

@conference{icaess21,
author={Ria Anastasia and Nanik Lestari},
title={Batam State Polytechnic Case Study: Generation Y in Online Fashion Shopping},
booktitle={Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2021},
pages={418-425},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010935400003255},
isbn={978-989-758-605-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Batam State Polytechnic Case Study: Generation Y in Online Fashion Shopping
SN - 978-989-758-605-7
AU - Anastasia R.
AU - Lestari N.
PY - 2021
SP - 418
EP - 425
DO - 10.5220/0010935400003255