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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Aribyan, Mochamad Bintang
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Decision Sciences, Operations Research & Management

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Understanding Gen Z Purchase Decisions: The Roles of Lifestyle and Reference Group Influence Aribyan, Mochamad Bintang; Susilowati, Christin
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.17

Abstract

Purpose – This study aims to analyze the influence of lifestyle and reference group on purchase decisions among Generation Z students in using Kick Avenue e-commerce platform, focusing on students of the Faculty of Economics and Business, Universitas Brawijaya.   Design/methodology/approach –  This study employs a quantitative research design. Data were collected through questionnaires distributed to 150 respondents selected from Generation Z students. The data were analyzed using multiple linear regression with t-test to examine the partial and simultaneous effects of lifestyle and reference group on purchase decisions.   Findings – The results indicate that lifestyle has a positive and significant effect on purchase decisions, as individual preferences in daily living influence product and service choices. Reference group also has a positive and significant effect, suggesting that social influences shape consumer preferences. Simultaneously, both variables significantly affect purchase decisions, with lifestyle identified as the dominant factor.   Originality/value – This study provides originality by analyzing the simultaneous influence of lifestyle and reference group on purchase decisions specifically within the context of Gen Z users of Kick Avenue. The findings offer practical value by highlighting that lifestyle plays a dominant role, enabling e-commerce businesses to craft more targeted and psychologically aligned marketing strategies.
Co-Authors Christin Susilowati