Faktor-Faktor yang Memengaruhi Keputusan Pembelian Generasi Z pada Kegiatan Bisnis Berbasis E-Commerce

Irwan Adimas Ganda Saputra, Noorlailie Soewarno, - Isnalita

Abstract


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

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