?url_ver=Z39.88-2004&rft_id=1516051071&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PERILAKU+BELANJA+ONLINE+PRODUK+FASHION++PADA+GENERASI+X+DAN+GENERASI+Y+DI+ERA+PANDEMI+COVID-19+DI+BANDAR+LAMPUNG&rft.creator=Euis+Nurkomalasari%2C+1516051071&rft.subject=300+Ilmu+sosial&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.description=%0D%0A%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+proses+pembelian+online+produk+fashion+pada+generasi+X+dan+generasi+Y+di+era+pandemi+COVID-19+.+Jenis+penelitian+adalah+deskriptif+dengan+pendekatan+kuantitatif.+Populasi+dalam+penelitian+ini+adalah+generasi+X+dan+Y+yang+melakukan+pembelanjaan+selama+masa+pandemi+dikota+Bandar+Lampung.+Teknik+pengambilan+sampel+menggunakan+accidental+sampling+dengan+sampel+100+responden.+Data+tersebut+diperoleh+dari+kuesioner+menggunakan+skala+likert.+Analisis+data+penelitian+ini+menggunakan+analisis+statistic+deskriptif.+Hasil+penelitian+menjelaskan+konsumen+secara+bertahap+telah+melakukan+proses+keputusan+pembelian%2C+yaitu+pengenalan+masalah%2C+pencarian+informasi%2C+evaluasi+alternatif%2C+keputusan+pembelian%2C+dan+perilaku+pasca+pembelian.+Perilaku+konsumen+dalam+membeli+produk+fashion+di+e-commerce+menunjukan+motivasi+utama+konsumen+untuk+membeli+produk+fashion+karena+kemudahan%2C+kenyamanan%2C+dan+keamanan+dalam+berbelanja.+Implikasi+penelitian+ini+adalah+membuat+strategi+yang+adaptif+dengan+melakukan+evaluasi+dan+inovasi+dari+segi+produk+maupun+dari+segi+layanan.%0D%0A%0D%0A%0D%0AKata+Kunci%3A+Pengenalan+Masalah%2C+Pencarian+Informasi%2C+Evaluasi+Alternatif%2C+Keputusan+Pembelian%2C+Perilaku+Pasca+Pembelian%2C+Generasi+X+dan+Generasi+Y%2C+Fashion+online%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AThis+study+aims+to+determine+the+process+of+online+purchasing++fashion+products+in+X+generation++and+Y+generation++in+the+COVID-19+pandemic+era.+This+type+of+research+is+descriptive+with+a+quantitative+approach.+The+population+in+this+study+were+generations+X+and+Y+who+made+purchases+during+the+pandemic+in+the+city+of+Bandar+Lampung.+The+sampling+technique+used+accidental+sampling+with+a+sample+of+100+respondents.+Data+were+obtained+from+questionnaires+using+a+Likert+scale.+The+data+analysis+of+this+research+used+descriptive+statistical+analysis.+The+study+result+explains+that+consumers+have+gradually+made+a+purchasing+decision+process%2C+namely+problem+recognition%2C+information+seeking%2C+alternative+evaluation%2C+purchase+decisions%2C+and+post-purchase+behavior.+Consumer+behavior+in+buying+fashion+products+in+e-commerce+shows+the+main+motivation+of+consumers+to+buy+fashion+products+because+of+the+convenience%2C+comfort%2C+and+safety+in+shopping.+The+implication+of+this+research+was+to+make+an+adaptive+strategy+by+evaluating+and+innovating+in+terms+of+products+and+services.%0D%0A%0D%0AKeywords%3A+Problem+Recognition%2C+Information+Search%2C+Alternative+Evaluation%2C+%09%09++++++Purchase+Decision%2C+Post+Purchase+Behavior%2C+X+generation%2C+Y+%09++%09%09+++++generation%2C+fashion+online%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2022-02-09&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58633%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58633%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58633%2F3%2FSKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++Euis+Nurkomalasari%2C+1516051071++(2022)+PERILAKU+BELANJA+ONLINE+PRODUK+FASHION+PADA+GENERASI+X+DAN+GENERASI+Y+DI+ERA+PANDEMI+COVID-19+DI+BANDAR+LAMPUNG.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F58633%2F