Perubahan Persepsi Generasi Y dari Pembelian Konvensional ke Digital Menggunakan Model ADKAR

Amanda Maulidiya Saswati; Sherly Kusferawati; Salsabil Ruri Alfiyanti; Selfiana

doi:10.36914/jikb.v12.i2.511

Authors

Amanda Maulidiya Saswati Universitas Mitra Bangsa Author
Sherly Kusferawati Universitas Mitra Bangsa Author
Salsabil Ruri Alfiyanti Universitas Mitra Bangsa Author
Selfiana Universitas Mitra Bangsa Author

DOI:

https://doi.org/10.36914/jikb.v12.i2.511

Keywords:

adkar model, conventional purchasing, digital purchasing, generation y, perception change

Abstract

Digital transformation has encouraged changes in consumer behavior from conventional purchasing to digital purchasing. Generation Y is a group that directly experienced this transition as they grew up during the shift from conventional systems to the digital era. This study aims to analyze the changes in Generation Y's perceptions from conventional purchasing to digital purchasing using the ADKAR Model, which consists of Awareness, Desire, Knowledge, Ability, and Reinforcement. This study employed a descriptive qualitative approach through in-depth interviews with twelve informants selected using purposive sampling. The data were analyzed thematically and mapped into the five dimensions of the ADKAR Model. The findings indicate that changes in Generation Y's purchasing behavior occur gradually through awareness of technological developments, the emergence of a desire to try digital purchasing, the development of knowledge regarding digital platforms, the ability to conduct transactions independently, and reinforcement through positive online shopping experiences. The study also found that digital transformation does not completely replace conventional purchasing but instead creates a hybrid purchasing pattern that combines online and offline channels according to consumer needs. The findings demonstrate that the ADKAR Model can be contextualized to explain consumer behavior change at the individual level in response to digital transformation.

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