Gen Z Women's Clothing Shopping Behavior in Palembang City
DOI:
https://doi.org/10.47747/icbem.v2i2.2674Abstract
The development of digital technology has changed consumer shopping behavior, especially among Gen Z women. This study aims to analyze the clothing shopping patterns of Gen Z women in Palembang City, focusing on factors that influence purchasing decisions, shopping platform preferences, and the role of social media in shaping fashion trends . The research method used is a case study with a qualitative approach through in-depth interviews with 15 participants, consisting of students, young workers, and fashion business actors . The results of the study show that the majority of Gen Z women in Palembang City prefer to shop for clothes online through e- commerce platforms such as Shopee and TikTok Shop, driven by factors of ease of access, affordable prices, and various promos and discounts. In addition, social media plays a major role in shaping their fashion preferences , with influencers and brands ambassadors are a major factor in making purchasing decisions. Although online shopping dominates, some Gen Z women still consider offline shopping to ensure the quality of materials and get direct experience. Another significant finding is the high level of impulsive shopping behavior, especially during flash sales and attractive promotions. However, on the other hand, awareness of product quality and brand reputation is also starting to increase. Thus, fashion business players need to adapt to digital-based marketing strategies, strengthen branding , and improve the shopping experience in order to meet the preferences of Gen Z women in Palembang City more effectively.
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