PERBEDAAN KONSEP DIRI DALAM KEPUTUSAN PEMBELIAN ONLINE FOOD DELIVERY PADA GENERASI Z DAN GENERASI Y

Cecily, Karen (2023) PERBEDAAN KONSEP DIRI DALAM KEPUTUSAN PEMBELIAN ONLINE FOOD DELIVERY PADA GENERASI Z DAN GENERASI Y. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

this study aims to examine differences in self-concept in online food delivery purchasing decisions for gen z gen y. The hypotheses put forward in this study are: 1) There is no significant difference in self-concept in online food delivery purchasing decisions for gen z and gen y; 2) There are significant differences in self-concept in purchasing online food delivery decisions for gen z and gen y. The sample in this study is the age range of generation Z (1981-1996) and generation Y (1997-2012) totaling 60 people. The sampling technique used purposive sampling with the condition that it has an age range of generation z and generation y and has used online food delivery platforms. This study uses self-concept scale and purchase decision scale. Data analysis techniques using independent sample t-test. Analysis of the data obtained that the significance value of self-concept for gen z and gen y was 0.498 (p> 0.05), and the significance value for purchasing decisions for gen z and gen y was 0.057 (p> 0.05) which means there was no significant difference to self-concept in purchasing decisions online food delivery for gen z and gen y. Keywords: Online Food Delivery, Purchase Decision, Self Concept, Generation Z, Generation Y

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