Analisis Keputusan Pembelian Produk Peternakan Melalui E-Commerce di Kota Makassar (Studi Kasus : Generasi Z) = Purchase Decision Analysis Livestock Through E-Commerce in Makassar City (Case Study : Generation Z)

Latar Belakang: Peningkatan jumlah penduduk mendorong konsumsi produk peternakan yang tidak dapat digantikan oleh produk lain. Generasi Z di Kota Makassar sangat akrab dengan teknologi dan e-commerce, namun minat membeli produk peternakan secara online masih rendah. Tujuan. Penelitian ini bertujuan untuk menganalisis pengaruh variabel citra manajemen, interaksi, berbagi tautan, aksesibilitas, social media marketing, serta faktor yang memengaruhi minat beli generasi Z di Kota Makassar dalam melakukan pembelian melalui e-commerce. Metode. Data dikumpulkan melalui metode survei dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan software SmartPLS. Hasil. Hasil penelitian menunjukkan bahwa semua variabel tersebut memiliki validitas dan reliabilitas yang baik, dengan nilai Average Variance Extracted (AVE) di atas 0,50, menandakan convergent validity yang baik. Citra manajemen menunjukkan nilai AVE tertinggi sebesar 0,917, sementara marketplace utility sebesar 0,829. Temuan ini mengindikasikan bahwa citra manajemen dan marketplace utility sangat berpengaruh dalam meningkatkan minat beli generasi Z. Selain itu, faktor media sosial seperti interaksi, berbagi tautan, dan aksesibilitas turut berperan dalam memperkuat citra merek dan meningkatkan kepercayaan konsumen. Kesimpulan. Secara keseluruhan, strategi pemasaran digital yang efektif mampu meningkatkan loyalitas dan minat beli melalui peningkatan citra dan pengalaman pengguna di platform e-commerce. Background: The increase in population encourages the consumption of livestock products that cannot be replaced by other products. Generation Z in Makassar City is very familiar with technology and e-commerce, but interest in buying livestock products online is still low. Purpose. This study aims to analyze the influence of management image variables, interaction, link sharing, accessibility, social media marketing, and factors that affect the buying interest of Generation Z in Makassar City in making purchases through e-commerce. Method. Data was collected through survey methods and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. Result. The results showed that all of these variables had good validity and reliability, with an Average Variance Extracted (AVE) value above 0.50, indicating good convergent validity. The management image shows the highest AVE value of 0.917, while the utility marketplace is 0.829. These findings indicate that the image of management and marketplace utilities are very influential in increasing the buying interest of generation Z. In addition, social media factors such as interaction, link sharing, and accessibility also play a role in strengthening brand image and increasing consumer trust. Conclusion. Overall, an effective digital marketing strategy is able to increase loyalty and buying interest through improving the image and user experience on e-commerce platforms.