Article Per Year (5 Year)
p-Index From 2020 - 2025
0.751
P-Index
This Author published in this journals
All Journal JMM (Jurnal Masyarakat Mandiri) Jurnal Manajemen Strategi dan Aplikasi Bisnis Quantitative Economics and Management Studies Annals of Human Resource Management Research
Winata, Siti Dewi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Quantitative Economics and Management Studies

 1 
Motivation and Consumers’ Attitudes Mediate The Effect of Social Media toward Purchase Decisions on Generation Z via Market Place Widiawati, Kristiana; Wiladiyah, Lala; Winata, Siti Dewi
Quantitative Economics and Management Studies Vol. 6 No. 4 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems4004

Abstract

The aim of this research work is to investigate the impact of motivations and attitudes towards social media on Generation Z purchasing behavior in the marketplace. This research is about what affects people’s purchase and how social media can be used in good ways in order to succeed as a marketer. The research method is a quantitative with analytical tool SMART PLS. The respondents from Generation Z in Jabodetabek as many as 236. The path analysis was used to assess the association of the variables studied. Influence on Purchase Decision The findings from the study reveal that social media has a direct as well as indirect impact on the consumer purchase decision (via consumer motivation and attitude). It can be concluded, from the path coefficient value, that motivation has a very significant effect on to purchasing decision (all hypotheses are accepted).
Co-Authors Er, Luthvi Rachman Lucia Ari Diyani Novialumi, Anita Putri, Sri Yuli Ayu Sukirno Sukirno Widiawati, Kristiana Wiladiyah, Lala