FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z PADA APLIKASI SHOPPE ERA DIGITAL

The title of this research is factors that influence Generation Z's purchasing decisions on the Shopee application in the digital era. This research is based on the importance of the influence of purchasing decisions on the Shopee application. Purchase decisions can be influenced by several factors. These factors are thought to be price, product quality and promotion. This research aims to analyze the influence of price, product quality and promotion on purchasing decisions of Generation Z consumers on the Shopee application. The object of this research is Generation Z in Bengkulu City. This research uses survey methods to obtain data from certain places and uses questionnaires as a data mining tool. The number of respondents in this research was 97 people. By using multiple regression data analysis techniques, the results of this research can be concluded that the price variable partially has no positive influence on purchasing decisions, product quality partially has a positive and significant influence on purchasing decisions, promotion partially has a positive and significant influence on purchasing decisions, while simultaneously price, product quality and promotion have an influence on purchasing decisions by 66.7%. Keywords: Price, Product Quality, Promotion and Purchasing Decisions.