Gen Z Shopping Behavior Factors in Modern Retail Stores, Bojonegoro City, Indonesia

Kustaji; Reza Anggapratama; Nurcholis; Ari Purnomo

doi:10.56741/jmsd.v4i02.1053

Authors

Kustaji
bunkkoezt@gmail.com
Universitas Bojonegoro
Reza Anggapratama Universitas Bojonegoro
Nurcholis Universitas Bojonegoro
Ari Purnomo Universitas Bojonegoro

DOI:

https://doi.org/10.56741/jmsd.v4i02.1053

Keywords:

Bojonegoro, Consumer Behaviour, Digital Retail, Generation Z, Modern Retail, Purchase Decision

Abstract

This study aims to explore the factors that influence Generation Z’s shopping behavior in modern retail stores in Bojonegoro, Indonesia. As digital technology and social media increasingly shape consumer habits, understanding how Gen Z that characterized by digital nativeness and high connectivity makes purchasing decisions is crucial for retail development. A qualitative approach was employed using in-depth interviews with five purposively selected participants aged 18–25, complemented by field observations and documentation.Thematic analysis revealed four dominant factors influencing Gen Z's retail shopping behavior: technology adoption, social media engagement, influencer impact, and social environment. Respondents indicated that product discovery often starts through platforms like TikTok and Instagram but decisions are finalized after in-store visits, highlighting a hybrid shopping pattern. Influencers, particularly micro-influencers with relatable content, significantly affect trust and intent to buy. Peer opinions and group shopping activities also play a critical role in shaping preferences.These findings suggest that while Gen Z is highly influenced by digital ecosystems, physical retail experiences remain vital. The research contributes to the understanding of hybrid consumer behavior and offers strategic implications for modern retailers seeking to align their marketing and service strategies with Gen Z preferences. Retailers are advised to integrate online and offline experiences, collaborate with digital influencers, and create interactive in-store environments to attract and retain this consumer segment.

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Author Biographies

Kustaji, Universitas Bojonegoro

is a dedicated lecturer in the Retail Management Study Program at Universitas Bojonegoro, Indonesia. With a keen academic interest in consumer behavior and retail development, he has contributed to various research projects focused on understanding shopping patterns, market trends, and the evolution of retail systems in Indonesia. His professional experience supports the advancement of knowledge in retail marketing and business strategy. Kustaji actively engages in curriculum development, academic mentoring, and collaborative research within the university. He is committed to fostering innovation in the retail sector through both theoretical and applied approaches. (email: kustaji@unigoro.ac.id).

Reza Anggapratama, Universitas Bojonegoro

is a lecturer in the Retail Management Study Program at Universitas Bojonegoro, Indonesia. His research and teaching activities center on consumer behavior and retail development, with a special focus on adapting to the dynamics of Indonesia’s growing retail landscape. He is involved in both academic instruction and applied research aimed at enhancing local retail business practices and consumer engagement strategies. He is passionate about equipping students with practical knowledge and analytical skills relevant to modern retail challenges. His contributions to the field are evident through his academic publications and collaborative projects. (email: reza@unigoro.ac.id).

Nurcholis, Universitas Bojonegoro

is a lecturer in the Retail Management Study Program at Universitas Bojonegoro, Indonesia. Balancing his academic pursuits and teaching responsibilities, he brings a unique perspective to the field, particularly in areas of consumer behavior, marketing strategy, and retail innovation. He is actively engaged in classroom instruction, student mentorship, and research initiatives that support the growth of the retail sector in local and national contexts. He is also involved in community-based projects that connect academic theory with real-world retail practices. (email: nurcholisjz13uzu@gmail.com).

Ari Purnomo, Universitas Bojonegoro

is a student at the Retail Management Study Program at Universitas Bojonegoro, Indonesia. He contributes to the academic community through teaching, research, and community service activities. His interests lie in understanding consumer dynamics, retail management systems, and strategies for sustainable retail growth. His involvement in research projects and student development programs demonstrates his commitment to educational excellence and professional advancement in the field of retail management. (email: aripurnomo959@gmail.com).

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