Pengaruh Literasi Ekonomi dan Penyikapan Ulasan Pelanggan terhadap Perilaku Ekonomi Generasi Z dalam Pembelian Produk Fashion pada Aplikasi Shopee di DKI Jakarta
DOI:
https://doi.org/10.63822/wwtjkj58Keywords:
Economic Literacy; Customer Review Attitudes; Economic Behaviour; Generation Z; ShopeeAbstract
This study aims to examine and analyse the influence of economic literacy and attitudes toward customer reviews on Generation Z’s economic behaviour when purchasing fashion products through the Shopee app in the DKI Jakarta. A quantitative approach with a causal associative method was applied, involving 225 Generation Z respondents aged 14–29 years selected via purposive sampling. Data collection utilized an online survey with a Likert scale, while data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4 software. The findings reveal that economic literacy, customer review attitudes, and economic behaviour of Generation Z are all in the high category. Economic literacy has a positive and significant effect on economic behaviour, indicating that adequate financial understanding encourages rational purchasing decisions. Furthermore, customer review attitudes also exert a positive and significant influence, proving to have a much more dominant impact than economic literacy. This confirms that customer reviews serve as a crucial source of information for consumers to validate product quality before making online purchases. In conclusion, the integration of economic literacy and a critical attitude toward reviews has been shown to shape well-planned consumption behaviour.
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Copyright (c) 2026 Firda Aulia Sani, Suparno Suparno, Fitra Dila Lestari (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
