<![CDATA[This study aims to analyze the influence of trust, security, perceived usefulness, and perceived risk on the purchase decision of flight tickets on Traveloka among Generation Z. The rapid growth of digital travel platforms has shifted consumer behavior toward online transactions, making it essential to understand the factors that drive purchasing decisions in this segment. Using a quantitative research approach with multiple linear regression analysis, data were collected from 301 Generation Z respondents who had purchased flight tickets through the Traveloka application. The results show that trust did not significantly affect purchase decisions (t = 0.374, p = 0.709), while security (t = 9.523, p = 0.000) and perceived usefulness (t = 10.315, p = 0.000) each had a significant positive effect on purchase decisions. Perceived risk also did not significantly affect purchase decisions (p = 0.080). Simultaneously, all four variables significantly influenced purchase decisions with a coefficient of determination (R²) of 0.707, indicating that 70.7% of purchase decision variation was explained by these variables. Perceived usefulness emerged as the most dominant predictor (Beta = 0.460). These findings suggest that security and perceived usefulness are key drivers of flight ticket purchase decisions on Traveloka among Generation Z, and platform providers should prioritize enhancing transaction security systems and functional service benefits to increase consumer purchasing decisions.]]>
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