<![CDATA[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.]]>
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