FAKTOR DETERMINAN KEPUTUSAN PEMBELIAN GENERASI Z DI SHOPEE  DETERMINANT FACTORS FOR PURCHASE Z GENERATION IN SHOPEE

Adzan Noor Bakri; Dini Hardianti

doi:10.31958/imara.v4i1.2093

FAKTOR DETERMINAN KEPUTUSAN PEMBELIAN GENERASI Z DI SHOPEE DETERMINANT FACTORS FOR PURCHASE Z GENERATION IN SHOPEE

Adzan Noor Bakri, Dini Hardianti

Abstract

The purpose of this research was to describe the determinant factors influencing purchasing decision of Z generation in Shopee. The design of the research was quantitative research by conducting a survey to students of Faculty of Economics and Islamic Business, IAIN Palopo. The results showed there were several factors that influenced purchasing decision of Z generation in Shopee, namely (1) social class, (2) personality, (3) economic environment, (4) motivation, and (5) learning process.

Keywords

Perilaku Konsumen, Keputusan Pembelian, Generasi Z.

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DOI: http://dx.doi.org/10.31958/imara.v4i1.2093