Multiple linear regression demonstrates brand and price drive purchasing decisions in Generation Z consumers, indicating product quality has negligible direct influence.
The development of information technology in the 4.0 era has changed people's lifestyles, including product purchasing behavior through e-commerce. This research aims to determine the influence of brand, price and product quality variables on Shopee e-commerce purchasing decisions. The research object was carried out in Semarang district with a generation Z population aged 18-27 years. The number of respondents was 95 people with the sampling technique using a non-probability sampling technique with a purposive sampling method. Data collection used a questionnaire with Likert scale parameters. The data analysis technique uses multiple linear regression and is processed using SPSS version 29 software. The results of data analysis show that brand and price variables have a positive and significant effect on Shopee e-commerce purchasing decisions. Meanwhile, the product quality variable does not significantly influence Shopee e-commerce purchasing decisions. The coefficient of determination value shows a value of 32.1% with a significance level of 0.05.
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Zusrony et al. (2024) studied this question.
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