The Influence of Perceived Value, Perceived Usefulness, and Perceived Price on Purchasing Decisions and Its Impact on Customer Satisfaction among Generation Z

Abstract

This study was conducted to determine the effect of perceived value, perceived usefulness, and perceived price on purchasing decisions and their impact on customer satisfaction among generation Z with a study on the premium dating app Bumble. This research employs a quantitative approach using an online survey distributed via a questionnaire. The study focuses on Generation Z residents of Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). The sampling method applied is purposive sampling, with a final sample of 216 respondents. Structural Equation Modeling (SEM) using SmartPLS software is used for data analysis, and it validates the reliability and validity of all measurement indicators. Furthermore, the variables of perceived utility, perceived price, and perceived value all significantly affect consumer satisfaction. Next, the variables measuring perceived utility and worth have little effect on judgments about what to buy, while the variable measuring perceived price has a big influence. Ultimately, the decision to purchase significantly affects customer satisfaction. However, the variables related to perceived value and perceived usefulness do not notably influence customer satisfaction through purchasing decisions, while the perceived price variable does have a significant impact.