<![CDATA[The evolution of modern civilization has driven changes in consumer behavior and the business sector, particularly through the shift from traditional markets to modern retail formats—such as minimarkets—that offer convenience, product availability, and ease of shopping. Shopping activities are influenced by consumer motivations and preferences, which play a pivotal role in shaping purchasing decisions. Generational differences also influence how consumers perceive their needs and wants, as well as their decision-making processes. This study aims to analyze the impact of shopping motivation and consumer preferences on purchasing decisions, with consumer age groups serving as an intervening variable in the context of minimarkets in Pasuruan City. A quantitative approach was employed, utilizing simple random sampling to select 280 respondents across various age groups. Data were analyzed using regression and statistical tests to examine both direct and indirect effects among the variables. The results indicate that consumer age groups play a significant role as an intervening variable in the relationship between shopping motivation, consumer preferences, and purchasing decisions. Furthermore, shopping motivation and consumer preferences were found to have a positive and significant impact on purchasing decisions.]]>
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