Trust and Trends in Jakarta's E-commerce: Decoding Gen Z's Shopping Habits

Abstract — The evolution of e-commerce has significantly transformed consumer behavior, particularly among Generation Z in Jakarta. This study examines the combined impact of e-commerce trends and trust on the shopping habits of this demographic. With a focus on social media engagement, platform usability, and perceived trustworthiness, the research identifies critical factors influencing purchase decisions. Using data from Jakarta-based respondents and analyzed through Smart-PLS, this study offers actionable insights for businesses targeting Generation Z’s unique preferences and expectations.