Anteseden Keputusan Pembelian Produk Mixue Pada Gen-Z Di Kabupaten Cilacap

Abstract

Purpose: This research is titled "The Antecedents of Mixue Products Purchase Decisions among Gen-Z in Cilacap Regency." The researcher was interested in understanding how variables such as positive e-wom, consumeristic lifestyle, risk perception, and product variety influence the purchase decision of Mixue ice cream & tea products among Generation Z in Cilacap Regency.

Methodology/approach: The study employed a quantitative approach with 104 respondents categorized as Generation Z and residing in the Cilacap Regency. Data collection was conducted using online questionnaires distributed via social media, employing purposive sampling as the sampling method. The analytical method used was multiple linear regression analysis processed using SPSS version 24.

Results/findings: The research findings indicate that positive e-wom, consumeristic lifestyle, and risk perception don’t have a significant impact on purchase decisions. However, it was found that product variety has a positive and significant impact on purchase decisions.

Limitations: Based on an Adjusted R Square value of 0.418, it shows that 41.8% of the variation in purchase decisions can be explained by the independent variables (X). In comparison, the remaining 58.2% is influenced by other variables such as price, product quality, brand awareness, store atmosphere, and brand image, which are limitations of this study

Contribution: The implications of this research suggest that purchase decisions are crucial for businesses to achieve. Therefore, this study provides insights for Mixue franchisors in Cilacap Regency to develop appropriate marketing strategies in response to the evolving landscape.