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This study investigates the impact of lifestyle and digital payment methods (Shopeepay) on consumer behavior among Generation Z users of the Shopee marketplace during HARBOLNAS in Jakarta. Utilizing a quantitative approach with 200 respondents, the findings indicate a significant positive influence of both lifestyle and digital payments on consumer behavior, highlighting the convenience and appeal of online shopping. The research emphasizes the shift in shopping habits among Generation Z, driven by technolo

Author

Saskia Harjimen

Language

EN