Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Gustian Djuanda
Universitas Nusa Putra, Sukabumi, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Understanding the Purchase Decisions Made by Generation Z on Shopee Futri Safhira; Gustian Djuanda
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.962

Abstract

The rise of e-commerce has transformed Generation Z's (born 1997-2012) shopping patterns, with Shopee as Indonesia's leading platform due to free shipping and promotions. This study identifies purchase decision factors, UX/UI design, trust, promotions-discounts, social influence, and price-product variety using Analytic Hierarchy Process (AHP) as a novel alternative to prior regression or SEM. Survey data from 31 Gen Z Shopee users in Sukabumi (simple random sampling) were converted to Saaty scale, analyzed via pairwise matrices, eigenvalue, and Consistency Ratio (CR=0.0119). Findings: price and product variety dominate (weight 6.25), followed by social influence (5.19), UX/UI (4.89), trust (4.87), and promotions-discounts (4.06). E-commerce strategies should prioritize pricing, product diversity, and social trends for Gen Z.
Understanding the Purchase Decisions Made by Generation Z on Shopee Futri Safhira; Gustian Djuanda
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.962

Abstract

The rise of e-commerce has transformed Generation Z's (born 1997-2012) shopping patterns, with Shopee as Indonesia's leading platform due to free shipping and promotions. This study identifies purchase decision factors, UX/UI design, trust, promotions-discounts, social influence, and price-product variety using Analytic Hierarchy Process (AHP) as a novel alternative to prior regression or SEM. Survey data from 31 Gen Z Shopee users in Sukabumi (simple random sampling) were converted to Saaty scale, analyzed via pairwise matrices, eigenvalue, and Consistency Ratio (CR=0.0119). Findings: price and product variety dominate (weight 6.25), followed by social influence (5.19), UX/UI (4.89), trust (4.87), and promotions-discounts (4.06). E-commerce strategies should prioritize pricing, product diversity, and social trends for Gen Z.
Co-Authors Futri Safhira