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Abstract

The study aims to analyze the factors that influence the purchasing decisions of generation Z using multiple linear regression. The results showed that trust, information quality, purchase interest, and lifestyle had a positive effect on generation Z purchasing decisions, while service quality did not affect because most of them thought that service quality was not a significant factor. The selection of generation Z as respondents and the focus of research on the factors that influence online purchasing decisions is an update to previous research.


Abstrak


Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian generasi Z dengan menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa kepercayaan, kualitas informasi, minat beli, dan gaya hidup memiliki pengaruh positif dengan keputusan pembelian generasi Z, sementara kualitas layanan tidak memiliki pengaruh karena kebanyakan dari mereka berpikir bahwa kualitas layanan bukan merupakan faktor utama untuk membuat keputusan pembelian. Pemilihan generasi Z sebagai responden serta fokus penelitian terhadap faktor-faktor yang mempengarui keputusan pembelian online merupakan pembaharuan terhadap penelitian sebelumnya.

Keywords

E-commerce Generation Z Purchasing Decisions

Article Details

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Copyright (c) 2023 Irwan Adimas Ganda Saputra, Noorlailie Soewarno, Isnalita

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