GENERATION Z PURCHASE DECISION ON TIK-TOK SHOP IN TASIKMALAYA CITY: ANALYSIS OF INNOVATION, QUALITIES, PROMOTION AND E-TRUST

GENERATION Z PURCHASE DECISION ON TIK-TOK SHOP IN TASIKMALAYA CITY: ANALYSIS OF INNOVATION, QUALITIES, PROMOTION AND E-TRUST

TikTok Live Shop, purchase decisions, Generation Z

This research aims to analyse consumer behavior regarding purchasing decisions in TikTok's live shopping based on Product Innovation, Product Quality, Promotion, and e-Trust. Furthermore, this research is a quantitative research involving stratified random sampling consisting of 202 Generation Z respondents that live in the city of Tasikmalaya, the spreading of set of questionnaires is using direct filling Google form to reduce the use of paper. Data analysis technique using Multiple Linear Regression Analysis by SPSS Version 26. Result from this research is that Product Innovation, Product Quality, Promotion and e-trust in both partially and simultaneously have a positive and significant impact to consumer purchase decisions in Z generation located in Tasikmalaya, Indonesia. The novelty of this research is examines the impact on consumer decision buying decision in TikTok social commerce in Indonesia which is a new model as a type of e-commerce.

Robi Awaluddin1*, Muhammad Aliyuddin2, Febrialdy Hendratawan3

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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english

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