DETERMINANTS OF FACTORS INFLUENCING THE PURCHASE DECISIONS OF CHATIME BEVERAGES BY GENERATION Z IN NORTH SUMATRA: THE ROLE OF SELF-CONTROL AS A MODERATING VARIABLE

Penulis

  • Salsabilla Siagian Universitas Islam Negeri Sumatera Utara
  • Azhari Akmal Tarigan Universitas Islam Negeri Sumatera Utara
  • Fauzi Arif Lubis Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.30829/hf.v11i1.20172

Kata Kunci:

E-Money, promotions, lifestyle, self-control, purchase decisions

Abstrak

This study aims to analyze the influence of e-money, promotions, and lifestyle on the purchase decisions of Chatime beverages among Generation Z in North Sumatra, with self-control as a moderating variable. Data were collected through a survey of 100 Generation Z respondents who met the research criteria. The data analysis technique used was the Moderated Regression Analysis (MRA). Data processing was conducted using SPSS 25. The results indicate that e-money, promotions, and lifestyle significantly affect the purchase decisions of Chatime beverages among Generation Z in North Sumatra Medan. Furthermore, simultaneous analysis shows that e-money, promotions, and lifestyle collectively have a significant influence on purchase decisions. However, self-control does not have a significant impact on purchase decisions. Additionally, self-control does not significantly strengthen the relationship between e-money and lifestyle. Self-control significantly weakens the relationship between promotions and purchase decisions and significantly strengthens the relationship between lifestyle and purchase decisions.

Biografi Penulis

Salsabilla Siagian, Universitas Islam Negeri Sumatera Utara

Program Studi Magister Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sumatera Utara

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Unduhan

Diterbitkan

2024-07-01

Terbitan

HUMAN FALAH: Jurnal Ekonomi Dan Bisnis Islam │ Vol. 11 │ No. 1 │ 2024

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