Sarchnell, Chasey Regita (2023) Hubungan Budaya Berbelanja Dengan Keputusan Pembelian Barang Online Pada Generasi Milenial. Other thesis, Universitas Islam Riau.

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Abstract

THE RELATIONSHIP BETWEEN SHOPPING CULTURE AND PURCHASING DECISIONS ON ONLINE GOODS IN THE MILLENNIAL GENERATION CHASEY REGITA SARCHNELL 188110183 FACULTY OF PSYCHOLOGY RIAU ISLAMIC UNIVERSITY ABSTRACT Purchasing decisions are how individuals buy and determine a choice of goods in order to achieve self-satisfaction according to the needs and desires of the buyer which involves identifying problems, searching for information, evaluating alternative purchases, purchasing decisions and then demonstrating good behavior. In this study, the researchers set a research objective, namely to see whether there is a relationship between two variables, namely shopping culture and online purchasing decisions in millennials. This research is a quantitative research. The population in this study are all millennial workers aged 21-42 years in the city of Pekanbaru who are consumers who use e-commerce services. Based on the BPS (Central Statistics Agency) in the city of Pekanbaru, the age classification is 21-42 years, namely 407,325 residents. shopping culture and purchasing decisions the value of the correlation coefficient is 0.376 then the significance value is that p is less than 0.05, namely 0.000, meaning that there is a significant positive relationship between shopping culture and the decision to buy goods online in the millennial generation.

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