The Influence of Millenial Generation Lifestyle on Purchase Decisions Online in Shopee by Seeing Risk Perception as Moderating Variables
- https://doi.org/10.2991/teams-19.2019.3How to use a DOI?
- Lifestyle; Millennial Generations; Risk Perception; Purchasing Decisions
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.
- © 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/).
Cite this article
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 - https://doi.org/10.2991/teams-19.2019.3 ID - Panie2019/11 ER -