Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Gen-Z Belanja di Online Shop

Abstract

This research aims to find out the influence of price and product quality on the purchase decision of Generation Z (Gen-Z) consumers in doing shopping transactions through the online shop platform. Generation Z is a group of consumers born between 1997–2012, who have a habit of shopping digitally and are very responsive to the development of technology and information on the internet. The research method used is a quantitative method with a survey approach. Data was collected through a questionnaire that was distributed to 100 Gen-Z respondents who actively made purchases on online shop platforms such as Shopee, Tokopedia, and the like. Data analysis technique using multiple linear regression to test the effect of independent variables (price and product quality) on dependent variables (purchase decisions). Research results show that both price and product quality have a positive and significant effect on the purchase decision of Gen-Z. Partially, both variables have a strong influence, but product quality contributes more dominantly than price. Meanwhile, simultaneously, price and product quality together have a significant impact on purchasing decisions. This finding shows that Gen-Z not only considers the price aspect, but also assesses the quality critically before making an online purchase. Thus, online business actors need to pay attention to the combination of competitive prices and good product quality to attract the interest and loyalty of Gen-Z consumers.