A Quantitative Analysis of Consumer Decision Factors for Generation Z in E-Commerce

Understanding the consumer decision-making process of Generation Z is critical in the rapidly evolving social commerce landscape, where purchase decisions represent the culmination of complex digital interactions. This study aims to conduct a quantitative analysis of the key factors influencing the purchase decisions of Generation Z consumers on e-commerce platforms, specifically focusing on personal care and beauty product transactions on TikTok Shop in Jakarta. Employing a quantitative survey methodology, data were collected from 138 Generation Z respondents and analyzed using multiple linear regression. The analysis reveals that price, perceived ease of use, information accuracy, and security all exert a significant and positive influence on purchase decisions. Notably, price emerged as the most dominant predictive factor (β=0.464), underscoring its primary role in the decision-making calculus of this demographic. The overall model demonstrated moderate explanatory power (R<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup>=0.426), indicating that these factors are substantial but not exhaustive. The findings conclude that a holistic strategy integrating competitive pricing, intuitive user experience, information credibility, and robust security is essential for engaging Generation Z. These insights contribute to the principles of responsible consumption and production (SDG 12) by highlighting the need for ethical, user-centric, and transparent digital commerce ecosystems to foster sustainable growth.