PENGARUH DIGITAL NUDGING TERHADAP PURCHASE INTENTION PADA PENGGUNA APLIKASI E-GROCERY

RAMDHAN TRI FAUZAN, . (2026) PENGARUH DIGITAL NUDGING TERHADAP PURCHASE INTENTION PADA PENGGUNA APLIKASI E-GROCERY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh perceived personalization, Default Policy, dan gain loss framing terhadap purchase intention pada pengguna aplikasi e-grocery Alfagift, dengan perceived usefulness sebagai variabel mediasi. Latar belakang penelitian berangkat dari pesatnya pertumbuhan e-grocery di Indonesia yang diiringi tingginya food loss dan perilaku konsumen yang oportunistis serta sangat sensitif terhadap promosi jangka pendek, sehingga diperlukan intervensi digital nudging pada antarmuka aplikasi untuk mendorong pola konsumsi yang lebih bertanggung jawab. Penelitian ini menggunakan pendekatan kuantitatif berbasis survei dengan teknik purposive sampling pada pengguna Alfagift generasi Milenial dan Z di DKI Jakarta yang telah melakukan pembelian dalam tiga bulan terakhir, dengan pengukuran menggunakan skala Likert dan analisis data melalui Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS-SEM) menggunakan SmartPLS. Hasil penelitian diharapkan menunjukkan bahwa perceived personalization, Default Policy, dan nudges framing berpengaruh positif terhadap Purchase intention, baik secara langsung maupun tidak langsung melalui perceived usefulness, sehingga memperkuat integrasi Nudge Theory dan Technology Acceptance Model (TAM) dalam konteks e-grocery serta memberikan implikasi praktis bagi perancangan strategi digital nudging untuk mengurangi food loss. ***** This study aims to analyze the effects of perceived personalization, Default Policy, and nudges framing on Purchase intention among users of the Alfagift e-grocery application, with perceived usefulness as a mediating variable. The research is motivated by the rapid growth of e-grocery in Indonesia, which is accompanied by high food loss and opportunistic, promotion-sensitive consumer behavior, thereby requiring digital nudging interventions at the interface level to encourage more responsible consumption patterns. A quantitative survey approach is employed using purposive sampling targeting Millennial and Generation Z users of Alfagift in DKI Jakarta who have made at least one purchase in the last three months, with constructs measured using a Likert scale and data analyzed through Structural Equation Modeling (SEM) based on Partial Least Squares (PLS-SEM) using SmartPLS. The findings are expected to show that perceived personalization, Default Policy, and nudges framing have positive effects on Purchase intention, both directly and indirectly through perceived usefulness, thereby strengthening the integration of Nudge Theory and the Technology Acceptance Model (TAM) in the e-grocery context and offering practical implications for designing digital nudging strategies to reduce food loss.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM ; 2). Fildzah Shabrina, S.Pd., M.Kom.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Ramdhan Tri Fauzan .
Date Deposited:	26 Aug 2026 03:58
Last Modified:	26 Aug 2026 03:58
URI:	http://repository.unj.ac.id/id/eprint/71530

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