The Effect of Online Customer Review, Price Consciousness and Perceived Ease of Use of Shopee on Purchase Decision of Generation Z’s for Fashion Products

Ardya, Krisna Putra Arfiansyah (2026) The Effect of Online Customer Review, Price Consciousness and Perceived Ease of Use of Shopee on Purchase Decision of Generation Z’s for Fashion Products. S1 thesis, Universitas Andalas.

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Abstract

This study examines the effect of Online Customer Review, Price Consciousness, and Perceived Ease of Use on Generation Z’s Purchase Decision for fashion products on Shopee. A quantitative approach was applied using primary data collected through questionnaires distributed to Generation Z consumers in Padang City who have purchased fashion products through Shopee. Data analysis was conducted using multiple linear regression analysis with the use of SPSS 25, including validity test, reliability test, classical assumption test, and hypothesis testing. The results of this study indicate that Online Customer Review, Price Consciousness, and Perceived Ease of Use influence Generation Z’s Purchase Decision for fashion products on Shopee. The findings highlight that consumer-generated information, price evaluation, and platform convenience are important factors in shaping online purchase decision among Generation Z consumers.

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