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All Journal E-Jurnal Manajemen Universitas Udayana Jurnal Ilmiah Mahasiswa Manajemen Kajian Ilmiah Mahasiswa Manajemen Kinerja Jurnal Widya Manajemen & Akuntansi Gadjah Mada International Journal of Business Jurnal Manajemen Teori dan Terapan JRMSI - Jurnal Riset Manajemen Sains Indonesia Jurnal Organisasi Dan Manajemen Research In Management and Accounting (RIMA) Kajian Manajemen dan Bisnis Journal of Information System,Graphics, Hospitality and Technology BIP'S : Jurnal Bisnis Perspektif Peka: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen Maranatha Research In Management and Accounting (RIMA)
Fenika Wulani
Program Studi Manajemen, Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : BIP'S : Jurnal Bisnis Perspektif

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Keputusan Pembelian Generasi Z Atas Ponsel Pintar: Peran Brand Consciousness, Price Consciousness, dan Gender Bramantio, Dhean Putera; Wulani, Fenika; Kristyanto, Visi Saujaningati
BIP's JURNAL BISNIS PERSPEKTIF Vol. 17 No. 2 (2025): Juli
Publisher : Universitas Katolik Darma Cendika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37477/bip.v17i2.760

Abstract

Smartphones have become a significant element of Generation Z's life as they are heavily reliant on technology. Nowadays, Generation Z tends to be involved in making purchasing decisions for electronic products. As a result, it is critical to understand better how they make smartphone purchasing decisions. This study aims to analyze the influence of brand and price consciousness on Generation Z's smartphone purchasing decisions. This study also tested the role of gender in the relationship between brand and price consciousness in purchasing decisions. This research design used a survey by distributing Google Form questionnaires to respondents with a Generation Z profile in Surabaya Raya (Surabaya, Sidoarjo, and Gresik). One hundred eleven responses were collected and analyzed using SmartPLS 4.0 software to perform Partial Least Square-Structural Equation Modelling (PLS-SEM). The test results show that brand consciousness and price consciousness can enhance purchase decisions. Testing with multigroup analysis (MGA) shows that the influence of brand consciousness on purchasing decisions depends on gender. However, on the contrary, the influence of price consciousness on purchasing decisions does not depend on the gender of the smartphone consumers who participated as respondents in this study. The findings of this study provide an understanding of the importance of organizations comprehending the profile of this new generation and their expectations regarding smartphone products.
Co-Authors Amrullah, Andi Anugerah Ani Suhartatik Annisa Alfa Setyawan B M Purwanto Bramantio, Dhean Putera Candra, Candra Lourencia Daniel Tulasi Enrico Kevin Singkali Erwita, Monica Adjeng Handayani, Yuliasti Ika Hani Handoko Juvelin, Laurenzia Koesmono, Teman Kristyanto, Visi Saujaningati Lindawati, Mega Lukito, Robertus Sigit Haribowo Marcel Samallo Marliana Junaedi Mus, Anggita P. Julius F. Nagel P. Julius F. Nagel Parameswari , Yedida Nindya Priambada, Antanius Daru Runtu, Julius Singkali, Enrico Kevin Tirto, Andreas Irawan Tuty Lindawati Veronika Rahmawati Y.B.Budi Iswanto Yuniarto, Antonius