Generation Y’s Complaint Behavior toward Online Shopping

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Megawati Simanjuntak

Abstract

The purpose of this research was to analyze factors that influence Generation Y’s complaint behavior in online shopping. In general, Generation Y’s consumer of this research have a good perception of consumer rights. In contrast, the result showed that Generation Y in this research had a low complaint behavior. The research found that gender, strivers lifestyle, and number of social media account were influence Generation Y’s complaint behavior in online shopping. The result showed that male student did more complaint than female student. Generation Y who had strivers lifestyle will increase complaint behavior. The more Generation Y had social media account, the more Generation Y prefer to did a complaint.

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Author Biography

Megawati Simanjuntak, Department of Family and Consumer Sciences Faculty of Human Ecology, Bogor Agricultural University (IPB)

Megawati Simanjuntak is an Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. Her areas of specialization include consumer behavior, consumer education and protection, and consumer research. Since 2013, Megawati has been actively involved in various research on consumer empowerment, including the mapping and measurement of consumer empowerment index, formulation of instruments and identification of consumer empowerment, and survey of Consumer Empowerment Index in rural and urban areas across western, central, and eastern Indonesia region.

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