Behavioral Intention as an Impact of Online Shopping Experience & Trust: Case Study of Generation Z Consumers of Several E-Commerce Sites in Bandung

The rapid development of digital technologies has significantly transformed consumption patterns, particularly in the realm of online shopping in Indonesia. A key challenge is the shift in consumer purchasing behavior: consumers can easily switch between e-commerce platforms, often triggered by a poor experience and low trust in the perceived superiority of online shopping services. This study aims to examine the effects of online shopping experience and trust on behavioral intention among Generation Z in Bandung. The research adopts both descriptive and explanatory (verification) approaches. The sample comprises generation z consumers in Bandung (aged 15–30) who have previously purchased fashion products via e-commerce platforms, including Shopee, Tokopedia, Lazada, TikTok Shop, Blibli, and Zalora. A sample size of at least 100 respondents is employed. Purposive sampling is used, with data collected through questionnaires and interviews. Multiple linear regression is applied as the analytical technique. Findings indicate that generation z consumers in Bandung report relatively positive evaluations of online shopping experience, trust, and behavioral intention. Statistical tests further confirm that online shopping experience and trust significantly influence behavioral intention.