Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bisnis Manajemen dan Akuntansi
Rifqi, Andi
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
UNDERSTANDING GEN Z’S PURCHASE DECISION: THE ROLE OF CONSUMER CONFUSION AND INFORMATION OVERLOAD Stiadi, Muhamad; Sukmawati, Sukmawati; Rifqi, Andi
Jurnal Bisnis Manajemen dan Akuntansi Vol. 8 No. 1 (2026): JUBISMA
Publisher : LPPM UNIVERSITAS INSAN PEMBANGUNAN INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58217/jubisma.v8i1.251

Abstract

This research is intended to examine how consumer confusion and information overload affect purchasing decisions among Generation Z. The findings indicate that consumer confusion does not significantly impact purchasing decisions, whereas information overload demonstrates a significant effect. The study adopts a quantitative approach involving three variables: consumer confusion and information overload as independent variables and purchasing decisions as the dependent variable. Primary data were collected through questionnaires distributed to 184 Generation Z respondents. The data analysis process included validity and reliability testing, classical assumption testing, as well as statistical analyses such as correlation, coefficient of determination, regression, and hypothesis testing. The results reveal that, partially, consumer confusion does not significantly influence purchasing decisions, reflected by a Beta value of 1%. In contrast, information overload shows a strong and significant effect with a Beta value of 82.5%. Simultaneously, both variables significantly influence purchasing decisions, as indicated by an R² value of 67.2%. These findings suggest that companies should consider both factors when aiming to enhance consumer purchasing decisions.
Co-Authors Muhamad Stiadi Sukmawati Sukmawati