Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Sosial dan Sains
Pribadi, Michael Agusto Lemuel
Unknown Affiliation
Astronomy Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Physics

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Pengaruh Model Aisas Terhadap Keputusan Pembelian Generasi Z Pada E-Commerce Shopee di Kota Bandung Pribadi, Michael Agusto Lemuel; Sirait, Tongam
Jurnal sosial dan sains Vol. 5 No. 7 (2025): Jurnal Sosial dan Sains
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsosains.v5i7.32347

Abstract

This study examines the impact of the AISAS model (Attention, Interest, Search, Action, Share) on Generation Z's purchase decisions on the Shopee e-commerce platform in Bandung. Using a quantitative approach with a descriptive research design, the research analyzes the behavior of Generation Z consumers, who are digital natives, in making online purchases. The findings indicate that the Action variable has the most significant influence on purchase decisions, followed by Interest and Attention, while Share has a secondary role in reinforcing the purchase decision. The study demonstrates that the AISAS model is effective in explaining Generation Z's online shopping behavior, with significant contributions from user-friendly transactions, promotions, and social media interaction. The research emphasizes the importance of integrating digital marketing strategies with user experiences to attract and retain Generation Z consumers.
Co-Authors Sirait, Tongam