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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Febrialdy Hendratawan
Universitas Siliwangi
Economics, Econometrics & Finance

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GENERATION Z PURCHASE DECISION ON TIK-TOK SHOP IN TASIKMALAYA CITY: ANALYSIS OF INNOVATION, QUALITIES, PROMOTION AND E-TRUST Robi Awaluddin; Muhammad Aliyuddin; Febrialdy Hendratawan
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.11637

Abstract

This research aims to analyse consumer behaviour regarding purchasing decisions in Tik-Tok's live shopping based on Product Innovation, Product Quality, Promotion, and e-Trust. Furthermore, this research is a quantitative research involving stratified random sampling consisting of 202 Generation Z respondents that live in the city of Tasikmalaya, the spreading of set of questionnaires is using direct filling Google form to reduce the use of paper. Data analysis technique using Multiple Linear Regression Analysis by SPSS Version 26. Result from this research is that Product Innovation, Product Quality, Promotion and e-trust in both partially and simultaneously have a positive and significant impact to consumer purchase decisions in Z generation located in Tasikmalaya, Indonesia. The novelty of this research is examines the impact on consumer decision buying decision in Tik-Tok social commerce in Indonesia which is a new model as a type of e-commerce
Co-Authors Muhammad Aliyuddin Robi Awaluddin