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All Journal Journal of Business Studies and Management Review
Tassya, Tassya Fitri Ramadhani
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Decision Sciences, Operations Research & Management Social Sciences

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The IMPACT OF RATIONAL, EMOTIONAL, AND SPIRITUAL MOTIVES ON GEN Z'S SKINCARE PURCHASING DECISIONS IN JAMBI CITY Tassya, Tassya Fitri Ramadhani; Yacob, Syahmardi; Musnaini, Musnaini
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.42092

Abstract

This study aims to analyze the influence of rational, emotional, and spiritual motives on skincare purchasing decisions among Generation Z in Jambi City. A quantitative approach was employed, with a total of 99 respondents selected through a purposive sampling technique. Data were collected using an online questionnaire distributed via Google Forms. The collected data were then processed using SPSS version 21, utilizing multiple linear regression analysis. The findings indicate that rational motives have a positive and significant impact on purchasing decisions. Additionally, emotional and spiritual motives also significantly influence skincare purchasing decisions. Furthermore, the simultaneous test results confirm that rational, emotional, and spiritual motives collectively have a significant effect on the skincare purchasing decisions of Generation Z in Jambi City.
Co-Authors musnaini musnaini syahmardi yacob