<![CDATA[This study aims to determine the effect of Brand Awareness and Customer Experience on the Purchase Decisions of Generation Z in Palopo City, both partially and simultaneously. The research employed a quantitative method, with data collected through questionnaires distributed to 30 Generation Z respondents in Palopo City. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test (partial), F-test (simultaneous), and the coefficient of determination (R²), using SPSS. The results showed that Brand Awareness has a positive and significant effect on Purchase Decisions, with a regression coefficient of 0.475, a t-value of 3.247, and a significance value of 0.003 < 0.05. Customer Experience also has a positive and significant effect on Purchase Decisions, with a regression coefficient of 0.485, a t-value of 4.123, and a significance value of 0.000 < 0.05. Simultaneously, Brand Awareness and Customer Experience have a significant effect on Purchase Decisions, with an F-value of 122.341 and a significance value of 0.000 < 0.05. The coefficient of determination (Adjusted R Square) of 0.893 indicates that 89.3% of the variation in purchase decisions can be explained by the two variables, while the remaining 10.7% is influenced by other factors outside the scope of this study. This study concludes that increasing brand awareness and improving customer experience are effective strategies for encouraging purchase decisions among Generation Z in Palopo City.]]>
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