<![CDATA[This study analyzes the influence of product quality, price, promotion, and brand image on the purchasing decisions of Generation Z consumers in West Jakarta who use online shopping platforms, particularly Shopee. Applying a quantitative research method, data were collected from 188 respondents through an online survey using a structured questionnaire based on a Likert scale. A series of comprehensive feasibility tests were conducted to ensure data reliability and validity. Data analysis included descriptive statistics, regression assumption tests, multiple linear regression, and hypothesis testing, all processed using SPSS version 25. The findings indicate that product quality, price, promotion, and brand image significantly and positively impact purchasing decisions. This study provides in-depth insights into Generation Z’s e-commerce behavior and offers strategic recommendations for businesses to optimize their marketing strategies on e-commerce platforms such as Shopee.]]>
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