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Journal : MANDAR: Management Development and Applied Research Journal

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 Abadi, Ridfan Rivaldy Abd. Rasyid Syamsuri Abduh, Amirullah Abdul Karim Adiaksa, Harvan Adriansyah Aldayanti, Nur Alhieza, Nur Amartika, Christine Delia Anas, Agung Muliaman Anwar Ramli Anwar, Azwar Armayadi, Yoga Ashar, Muhammad Ashar, Muhammad Ashari, Elza Rahayu Asmoro, Nuki Widi Asrida Asrida, Asrida Azis, Fajriani Azisah, Nur Basri Bado, Basri Cahaya, Muthia Nur Darman Manda Manda Dedi Harianto Dedi Kurniawan Desi, Natsar Dewi, Sasmita Dunakhir, Samirah Fadillah, Rifai Fajar Arwadi Fathirah, Dian Fijrianti, Alda Hadrianti, Siska Hamzah, Hajrah Hamzah, Linduaji Hariany Idris Hasanah , Niswatun Hasyim, Sitti Hajerah Hermawati Hermawati, Hermawati Hidayah, Hafidz Muhammad Hidayah, Khairul Idris, Fardini Inanna, Inanna Kamaludin Kamija, Kamija Kemalasari, Andi Anggi l Imam Fatoni, Khoirol Lubis, Fahrul Ramadhan M. Ridwan Tikollah Masnawaty Muchtar, Nur Fadilah Muhammad Hasan Muhammad Jafar, Muhammad Muhammad Kholis, Muhammad Muhammad Rakib Mukhammad Idrus Munawarah, Nita Madinatul Musari, Ila Musfira Muslem Muslem, Muslem Muthaharah, Fitria muttaqinah, Andi Ratu Muwahid, Fadli Muzaroddin, Ihrof Najamuddin Najamuddin, Najamuddin Ningsih, Nur Rubiati Nisa', Khaerun Nisah , Khairun Nur Afiah, Nur Nur Arisah Nuraisyiah Nuraisyiah, Nuraisyiah Nurzalsabilah Pamungkas, Putra Purnama Sari Putra, Muh Ardiansyah Putri, Deby Octafiani Qayyum, Abd. Rahman Qomariah, Bunga Nur Rahmatullah, Amri Rasul, Imra Ukhriana Ratu Winda, Gusrianti Razak, Nur Rahmatika Ridfan Rifadly Abadi Rijal, Abdul Ritonga, Almiftahul Jannah Rosnaini Daga Rusdi, Nur Risma S, Masnawaty Sabaruddin Sahade Salfauqi Nurman, Salfauqi Samsinar Samsinar Samsinar Sangkala, Masnawaty Saputra, Rifki Setiyadi, Johar Siregar, Barly Harly Sri Utami Sulastri Devi Lestari. S Syahputri, Ardita Syahruddin, Nilam Cahya Syamsiar, Syamsiar Thamrin Tahir Tikurede, Meli Tri Ariani Tuti Supatminingsih Vivi Dismayanti Waliyullah, Akbar Widodo S Pranowo Yoshita, Rika Yusdiana, Yusdiana Yusuf, Dian Madinah