The Influence of Millenial Generation Lifestyle on Purchase Decisions Online in Shopee by Seeing Risk Perception as Moderating Variables

DOI

10.2991/teams-19.2019.3How to use a DOI?

Keywords

Lifestyle; Millennial Generations; Risk Perception; Purchasing Decisions

Abstract

The purpose of this study is to examine the effect of millennial lifestyle on purchasing decisions that are moderated by risk perception. The sample in this study amounted to 96 respondents taken using the Lemeshow technique with the determination of purposive sampling. The analysis technique used in this study is Simple Regression Analysis with MRA (Multiple Regression Analysis). The results showed that lifestyle has a positive and significant influence on purchasing decisions. While the partial influence of the millennial lifestyle that is moderated by risk perception of purchasing decisions has a negative and insignificant effect on purchasing decisions, which means that risk perception cannot be used as a pure moderation variable. While the results of the coefficient of determination show that the perception of risk as a moderator strengthens the relationship between lifestyle and purchasing decisions.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Alessandra Natasya Panie
AU  - Ronald P. C. Fanggidae
AU  - Rolland E. Fanggidae
PY  - 2019/11
DA  - 2019/11
TI  - The Influence of Millenial Generation Lifestyle on Purchase Decisions Online in Shopee by Seeing Risk Perception as Moderating Variables
BT  - Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
PB  - Atlantis Press
SP  - 412
EP  - 418
SN  - 2352-5428
UR  - https://doi.org/10.2991/teams-19.2019.3
DO  - 10.2991/teams-19.2019.3
ID  - Panie2019/11
ER  -