Understanding Generation Z’s Shopping Interest on E-Commerce Tokped

Description

This dataset contains anonymized survey responses from 150 Generation Z Tokopedia users (aged 12-27) in Bekasi, Indonesia, examining factors influencing e-commerce shopping behavior. The structured data includes Likert-scale measurements (1-5) of shopping interest (dependent variable), perceived usefulness (α=0.82), trust (α=0.79), user interface (α=0.88), and ease of use (α=0.71), along with demographic variables (age, gender, shopping frequency). Collected via Google Forms using purposive sampling (active users with ≥1 purchase in 6 months), the dataset features 15 variables per respondent with <5% missing data (mean-imputed), stored in CSV/SPSS formats.

Institutions

• Bina Nusantara University

Categories

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