NASYWA ARISTIA YUSMI, NPM 2201100110 (2026) PENGARUH KONTEN BUATAN PENGGUNA DAN KEPERCAYAAN TERHADAP KETERTARIKAN KONSUMEN GENERASI Z PADA MARKETPLACE SHOPEE. Tugas_Akhir(Artikel) JEMMA (Jurnal of Economic, Management, and Accounting), 9 (1). pp. 70-82. ISSN 2615-5850(e-ISSN) 2615-1871(p-ISSN)
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Abstract
Penelitian ini bertujuan menganalisis hubungan Konten Buatan Pengguna (User-Generated Content/UGC) dan Kepercayaan dengan Ketertarikan Konsumen Generasi Z pada marketplace Shopee. Penelitian menggunakan pendekatan kuantitatif dengan desain survei cross-sectional dan bersifat eksplanatori. Sampel terdiri atas 120 responden yang dipilih menggunakan teknik purposive sampling. Data diperoleh melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan regresi linear berganda dengan IBM SPSS Statistics versi 29. Hasil penelitian menunjukkan bahwa Konten Buatan Pengguna berhubungan positif dan signifikan dengan Ketertarikan Konsumen (B = 0,683; β = 0,664; t = 10,089; p < 0,001). Kepercayaan juga berhubungan positif dan signifikan dengan Ketertarikan Konsumen (B = 0,154; β = 0,171; t = 2,596; p = 0,011). Model regresi secara keseluruhan signifikan (F = 61,233; p < 0,001), dengan R² sebesar 0,511 dan Adjusted R² sebesar 0,503. Dengan demikian, 51,1% variasi Ketertarikan Konsumen dapat diterangkan oleh kedua prediktor dalam model, sedangkan variasi lainnya belum dijelaskan oleh model. Berdasarkan koefisien terstandarisasi, Konten Buatan Pengguna memiliki koefisien relatif lebih besar dibandingkan Kepercayaan. Temuan ini menunjukkan pentingnya informasi yang berasal dari pengalaman pengguna serta kepercayaan dalam menjelaskan ketertarikan Generasi Z pada marketplace Shopee. Kata kunci: Generasi Z; Kepercayaan; Ketertarikan Konsumen; Marketplace Shopee; User Generated Content ============================================================== This study examines the relationships between User-Generated Content (UGC), Trust, and Generation Z Consumer Interest in the Shopee marketplace. A quantitative cross-sectional explanatory survey design was employed. The sample consisted of 120 respondents selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 29. The results indicate that User-Generated Content is positively and significantly associated with Consumer Interest (B = 0.683; β = 0.664; t = 10.089; p < 0.001). Trust is also positively and significantly associated with Consumer Interest (B = 0.154; β = 0.171; t = 2.596; p = 0.011). The overall regression model is statistically significant (F = 61.233; p < 0.001), with an R² of 0.511 and an Adjusted R² of 0.503. Thus, 51.1% of the variation in Consumer Interest is explained by the two predictors included in the model, while the remaining variation is not explained by the model. Based on the standardized coefficients, User-Generated Content has a larger relative coefficient than Trust. These findings highlight the importance of user-generated information and trust in explaining Generation Z consumers' interest in the Shopee marketplace Keywords: Consumer Interest; Generation Z; Shopee Marketplace; Trust; User-Generated Content
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Generasi Z; Kepercayaan; Ketertarikan Konsumen; Marketplace Shopee; User Generated Content==============Consumer Interest; Generation Z; Shopee Marketplace; Trust; User-Generated Content |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 28 Sep 2026 02:46 |
| Last Modified: | 28 Sep 2026 02:46 |
| URI: | http://repository.ulb.ac.id/id/eprint/2875 |
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