Factors Affecting Online Purchase Decisions in Generation Z in Indonesia

Covid 19 pandemic that has happened in Indonesia since March 2020 affects a number of sales places that offer offline transactions a very significant decline because purchases are made online. Generation Z as a generation that grows and develops in the increasingly sophisticated internet technology era is more prevalent to use internet in finding information to buy products. This research aims to analyze the value perception influence, online trust, perceived risk, purchase intention and perceived benefits on the online purchasing decisions of generation Z in Indonesia. The influence of security, brand image, eWOM and perceived website quality on online trust and finally is the influence of perceived website quality on perceived benefits. To answer the purpose of the study, a questionnaire was distributed through a google form to a number of respondents who were included in the criteria for generation Z in Indonesia. The spread is in chains, namely through what up groups. The respondents who gave answers to the questionnaire shared were 227 people and from these answers, data processing was carried out using SEM. The results of data processing show that all hypotheses proposed can be supported. In addition, this research also provides suggestions for further research development. &nbsp