Authors :
Nerys Lourensius L Tarigan; Petra Surya Mega Wijaya; Yuyun Wahyuni; Siti Kusandhitasari Jayaningrum
Volume/Issue :
Volume 8 - 2023, Issue 4 - April
Google Scholar :
https://bit.ly/43uxUln
Scribd :
https://bit.ly/41Ghvsm
DOI :
https://doi.org/10.5281/zenodo.7851450
Abstract :
Covid 19 pandemic that has happened in
Indonesia since March 2020 affects a number of sales
places that offer offline transactions a very significant
decline because purchases are made online. Generation Z
as a generation that grows and develops in the
increasingly sophisticated internet technology era is more
prevalent to use internet in finding information to buy
products. This research aims to analyze the value
perception influence, online trust, perceived risk,
purchase intention and perceived benefits on the online
purchasing decisions of generation Z in Indonesia. The
influence of security, brand image, eWOM and perceived
website quality on online trust and finally is the influence
of perceived website quality on perceived benefits. To
answer the purpose of the study, a questionnaire was
distributed through a google form to a number of
respondents who were included in the criteria for
generation Z in Indonesia. The spread is in chains,
namely through what up groups. The respondents who
gave answers to the questionnaire shared were 227 people
and from these answers, data processing was carried out
using SEM. The results of data processing show that all
hypotheses proposed can be supported. In addition, this
research also provides suggestions for further research
development.
Keywords :
Online Purchase Decisions, Online Trust, Perceived Risk, Purchase Intention, Perceived Benefit, Value Perception.
Covid 19 pandemic that has happened in
Indonesia since March 2020 affects a number of sales
places that offer offline transactions a very significant
decline because purchases are made online. Generation Z
as a generation that grows and develops in the
increasingly sophisticated internet technology era is more
prevalent to use internet in finding information to buy
products. This research aims to analyze the value
perception influence, online trust, perceived risk,
purchase intention and perceived benefits on the online
purchasing decisions of generation Z in Indonesia. The
influence of security, brand image, eWOM and perceived
website quality on online trust and finally is the influence
of perceived website quality on perceived benefits. To
answer the purpose of the study, a questionnaire was
distributed through a google form to a number of
respondents who were included in the criteria for
generation Z in Indonesia. The spread is in chains,
namely through what up groups. The respondents who
gave answers to the questionnaire shared were 227 people
and from these answers, data processing was carried out
using SEM. The results of data processing show that all
hypotheses proposed can be supported. In addition, this
research also provides suggestions for further research
development.
Keywords :
Online Purchase Decisions, Online Trust, Perceived Risk, Purchase Intention, Perceived Benefit, Value Perception.
