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All Journal Jurnal Kreatif Tadulako Online Al Hikmah: Journal of Education Asian Journal of Management Analytics Journal of Community Empowerment
Ridwan, Nurul Haeriyah
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Asian Journal of Management Analytics

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Key Factors in Generation Z's Online Purchase Decision Making Ridwan, Nurul Haeriyah; Musa, Chalid Imran; Haeruddin, M. Ikhwan Maulana
Asian Journal of Management Analytics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i1.13458

Abstract

The purpose of this study is to review the factors that trigger generation Z in making online purchasing decisions. researchers used a qualitative approach with phenomenological research methods. The key informants in this study were 10 students as a representation of generation Z. The data were collected using interviews, observation, and documentation. Data collection was carried out using interviews, observation, and documentation. The analysis technique in this study was assisted by using Nvivo 12 Pro. There are four stages in interpreting research data with the Nvivo Analysis test, namely: Import Data/Source Data, Coding Data, Project Visualization and Create Reports and Extracts.
Co-Authors Ariadna Mulyati Chalid Imran Musa Hasrianti, Hasrianti M. Ikhwan Maulana Haeruddin Rahman, Ahmad Ardillah St Wijdana Ram Sulolipu, Andi Annisa Vivit Rosmayanti