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All Journal Jurnal Bahana Manajemen Pendidikan Tadbir : Jurnal Studi Manajemen Pendidikan CogITo Smart Journal SEIKO : Journal of Management & Business Aksara: Jurnal Ilmu Pendidikan Nonformal Jurnal Multidisiplin Madani (MUDIMA) Klabat Journal of Management
Ronny H Walean
Department Of Post Graduate, School Of Economic And Business Universitas Klabat Sulawesi Utara
Religion Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Multidisiplin Madani (MUDIMA)

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The Determining Factors of Generation Z Purchase Decision for the Local Brand T-Shirt Sharon K.D Wardoyo; Ronny H. Walean
Jurnal Multidisiplin Madani Vol. 2 No. 12 (2022): December 2022
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v2i12.2037

Abstract

The study aims to determine the determinants factors on T-shirt purchasing decision for the local brand.  The sampling technique used purposive sampling with a total of 310 respondents proportionally male and female each of 155 respondents.  Analysis data used exploratory factor analysis technique with Principal component analysis method. Regarding BEKRAF data of the creative economy that has not been spread evenly and supported by the number of Indonesians aged 15-24 years as the target consumers of local brand t-shirts, the objective of this study is to determine the determinant factors of generation Z purchase decision for local brand T-shirts.  This study found six determinant factors.  They are the trend, digital channel, social media influencer, brand originality, simplicity, and motif.  The trend factor has the highest eigenvalues. Independent T-test indicates a different perception between males and females in the decision to buy the local brand t-shirt
Co-Authors Delli Sabudu Evelyn Natalie Karwur Frandy M Walean Hotmauli Harianja Jangs Laoh Juhenwils Talumantak Lovimaci Jean Kawuwung Marni Roring Marselina Lay Rihi Natalia Cindy Christine Supit Shapely Ambalao Sharon Kumaratih Dewi Wardoyo Yeane Koyongian Yeane Koyongian