Citation:

Gayatri Gayatri, Sari Widhiyani Ni Luh. "The Influence of Unicorn Indonesia on the Digital Shopping Lifestyle of the Youth in Bali" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 132-139, 2024.

Abstract:

Shopping for digital life is increasingly favoured by young people in Bali because it makes it very easy to fulfil their daily needs. Although shopping digitally has to incur extra costs compared to conventional shopping. The purpose of this study is to gather empirical data regarding the impact of Indonesian unicorns on young people's internet shopping habits in Bali. All of the study's participants were young people in Bali, ages 16 to 30. Purposive sampling combined with snowball sampling was the sample selection technique utilized. Questionnaires were sent as part of the data collection methods. The data analysis technique used partial least squares. This study proved that the perception of the usefulness of unicorns on youth attitudes has a positive and significant effect. The perception of the usefulness of unicorns in digital shopping intentions has a positive and significant effect. The perception of the ease of using unicorns on youth attitudes has a positive and significant effect. Youth attitudes towards digital shopping intentions have a positive and significant effect. Youth's belief in the perception of the usefulness of unicorns has a positive and significant effect. Youth's view of unicorns' ease of use is positively and significantly impacted. Youth attitudes that are confident in themselves have a noteworthy and beneficial impact. Additionally, youth's confidence in their intent to shop online has a favourable and noteworthy impact.

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Keywords:

Digital Shopping, Unicorn, Youth.