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All Journal Abdimas Talenta : Jurnal Pengabdian Kepada Masyarakat QARDHUL HASAN: MEDIA PENGABDIAN KEPADA MASYARAKAT MANDAR: Management Development and Applied Research Journal Journal of Energy, Material, and Instrumentation Technology Al-MIKRAJ: Jurnal studi Islam dan Humaniora Review of Accounting and Business Jurnal Adijaya Multidisiplin Vokatek : Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan IJIMCE : International Journal of Innovation in Mechanical Construction and Energy An Nafi’; Multidisciplinary Science Journal of Creative Power and Ambition (JCPA) KATALIS : Jurnal Inovasi Pengabdian Masyarakat Journal of Economics and Management Technologies Jurnal Pengabdian Masyarakat Berdampak
Adriansyah
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Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Journal : MANDAR: Management Development and Applied Research Journal

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An Empirical Investigation into the Roles of Price Discounts, Product Quality, and Service Quality in Shaping Generation Z Consumers Purchase Decisions in Makassar, Indonesia Azis, Muhammad; Abadi, Ridfan Rifadly; Azis, Fajriani; Adriansyah; Kemalasari, Andi Anggi
MANDAR: Management Development and Applied Research Journal Vol 8 No 1 (2025): December Period
Publisher : Universitas Sulawesi Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31605/mandar.v8i1.5902

Abstract

This study aims to empirically examine and analyze the effects of price discounts, product quality, and service quality on purchase decisions among Generation Z consumers in Makassar's retail market. The research urgency stems from the retail sector's vital role as a driver of domestic economic growth and the rapid shift in consumer behavior, particularly among Generation Z, who are digital natives characterized by technology-driven, consumption-oriented lifestyles. Using an associative quantitative approach, data were collected through surveys and literature reviews, and purposive sampling was used to select 100 Generation Z respondents (born between 1997 and 2012) who had made transactions in modern retail stores in Makassar. Data were analyzed using multiple regression with SPSS 25. The simultaneous test revealed that price discounts, product quality, and service quality collectively had a significant influence on purchase decisions. The coefficient of determination indicating that the model could explain 75.5% of the variation in purchase decisions. Partially, all three independent variables also had positive and significant effects. These findings suggest that improving discount strategies, product standards, and service performance can enhance purchasing decisions among Generation Z consumers in the retail industry
Co-Authors Achmad Ridha Ahmad Nashiruddin Mushoddiq Rahman Andi Faisal Angelia, Nike Anisatun Humayrah Rais Ardila Ria Azis, Fajriani Basri Bado, Basri Desmarita Leni Diana Susanti Ernawati Fajar Pradana Fharel Abdillah Fina Ruzika Zaimar Hasanah, Tita Hasanudin Hasisa Haruna Hery Maulana Arif ILHAM Indriani, Jennisa Dwina Isma Azis Riu Kemalasari, Andi Anggi Khairudin Marbun, Doaris Ingrid Muhammad Azis Ndibale, Wa Nengsih, Yeni Rafika Nofriyanti, Elsa Novia Ramadhani Noviana Yana Nurzal, Nurzal Nusyirwan Pahrul, Pahrul Ridfan Rifadly Abadi Riszki Rosdiana Ruzita Sumiati Sahade Sembiring, Asan Petrus Setriani, Loli SH, Khairun Nisa Situmorang, Nasib Mangoloi Sumarlin Wahyudi Zikri Wibowo, Dwiprayogo Windarsari, Wiwin Riski Yulia Yunita Yusuf