Model Prediktif Mobilitas dan Konsumsi Digital Perempuan Pekerja Generasi Zoomer: Menjelajahi Transformasi Nilai Budaya Global

August Halomoan Siregar, MARIO ANDRIAS KITON, Gabriela Saragih

Abstract


Penelitian ini bertujuan untuk mengembangkan model prediktif mobilitas dan konsumsi digital perempuan pekerja generasi Zoomer, dengan fokus pada faktor-faktor yang memengaruhi perilaku konsumsi mereka. Menggunakan pendekatan kuantitatif eksploratif, penelitian melibatkan 75 responden perempuan pekerja generasi Zoomer di Medan yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis menggunakan Exploratory Factor Analysis (EFA). Hasil analisis menunjukkan empat faktor utama: (1) penggunaan perangkat mobile untuk pekerjaan dan hiburan, (2) kebiasaan konsumsi digital dan preferensi belanja online, (3) pengaruh media sosial terhadap preferensi produk, dan (4) nilai-nilai budaya dalam konsumsi digital. Faktor-faktor ini secara kumulatif menjelaskan 72% varians data, dengan nilai KMO sebesar 0.78 dan signifikansi Bartlett’s Test < 0.001. Temuan ini mengungkapkan bahwa generasi Zoomer sangat dipengaruhi oleh teknologi digital, media sosial, dan nilai-nilai keberlanjutan dalam menentukan keputusan konsumsi. Penelitian ini memberikan wawasan strategis bagi perusahaan untuk mengembangkan pendekatan pemasaran berbasis media sosial yang relevan dengan preferensi dan kebutuhan konsumen generasi ini

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DOI: https://doi.org/10.37531/sejaman.v7i2.7768

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