The Influence of Price, Security and Promotion on Purchase Decisions in Online Store: Z Generation Study

Abstract

This study aims to determine the effect of price, security, and promotion on purchasing decisions at online stores among Z generation. The research method uses quantitative research. The sample of this research is Z generation (Z gen), the generation born between 1995 and 2010, using 102 respondents. The analytical tool used to determine the effect between independent and dependent variables, using multiple linear regression analysis. Based on the results of the analysis, it shows that the price variable has no significant effect on purchasing decisions, with a significance value of 0.083 (p>0.05). Meanwhile, security and promotion had a positive and significant effect on purchasing decisions, with a significance value of 0.012 (p<0.05) and 0.000 (p<0.05).