RIANDANA, DITO (2023) PENGARUH PENGGUNAAN DOMPET DIGITAL DANA TERHADAP PERILAKU KONSUMTIF GENERASI Z(Survei Terhadap Generasi Z Di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to measure and explain the effect of using the DANA digital wallet on the consumptive behavior of Generation Z in Tangerang City. Variable X in this study is the use of DANA Digital Wallet with dimensions (Perceived Ease Of Use, Perceived Usefullness, Behavioral Intention and Actual Use). The Y variable in this study is consumptive behavior with dimensions (Implusive Buying, NonRational Buying and Wasteful Buying). The method used is quantitative. The paradigm used in this study is the positivism paradigm. Determining the number of samples using the Slovin formula and the results obtained were 100 Generation Z samples from a total population of 201,482 Generation Z in Tangerang City. The analysis was carried out with the SPSS 25 application. Based on the results of research on the relationship between the use of the DANA Digital Wallet in influencing consumptive behavior, there is a very strong relationship with the results of the Pearson correlation of 0.861, with a large influence of 74%. The results of the study show that using the DANA Digital Wallet is Ease of Non-Cash Transactions. Has a positive and significant influence on the Consumptive Behavior of Generation Z in Tangerang City. It is hoped that this research can provide an illustration that using the DANA digital wallet can make it easier for Generation Z to make transactions. However, it is also necessary to pay attention to the priority scale to further reduce consumptive behavior. Keywords : DANA Digital Wallet, Consumptive Behavior, Generation Z Penelitian ini bertujuan untuk mengukur dan menjelaskan Pengaruh Penggunaan Dompet Digital DANA Terhadap Perilaku Konsumtif Generasi Z di Kota Tangerang. Variabel X pada penelitian ini adalah Penggunaan Dompet Digital DANA dengan dimensi (Percevied Ease Of Use, Percevied Usefullness, Behavioral Intention dan Actual Use). Variabel Y pada penelitian ini adalah Perilaku Konsumtif dengan dimensi (Implusive Buying, Non Rasional Buying dan Wasteful Buying). Metode yang digunakan adalah kuantitatif. Paradigma yang digunakan pada penelitian ini adalah paradigma postivisme. Penentuan jumlah sampel menggunakan rumus Slovin dan didapatkan hasil 100 sampel Generasi Z dari jumlah populasi 201.482 Generasi Z di Kota Tangerang. Analisis dilakukan dengan aplikasi SPSS 25. Berdasarkan hasil penelitian hubungan Penggunaan Dompet Digital DANA dalam mempengaruhi Perilaku Konsumtif berada pada hubungan yang sangat kuat dengan hasil korelasi pearson 0,861, dengan besar pengaruh 74%. Hasil penelitian menunjukkan bahwa Penggunaan Dompet Digital DANA Kemudahan Transaksi Non Tunai. Memiliki pengaruh yang positif dan signifikan terhadap Perilaku Konsumtif Generasi Z di Kota Tangerang. Penelitian ini diharapkan dapat memberi gambaran bahwa dengan penggunaan dompet digital DANA dapat memudahkan Generasi Z dalam melakukan transaksi. Akan tetapi juga perlu memperhatikan skala prioritas untuk lebih mengurangi perilaku konsumtif. Kata Kunci : Dompet Digital DANA, Perilaku Konsumtif, Generasi Z
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