THE INFLUENCE OF DIGITAL PAYMENT METHODS AND PRICES ON GEN Z’S PURCHASING DECISIONS AT COFFEE SHOPS IN PONTIANAK CITY

Abstract

Technological developments have changed Generation Z's consumption patterns and financial transactions. Digital payment methods have become widely used due to their conveniences and additional benefits, such as discounts and cashback. Digital payment is an innovative transaction method offering convenience and promotions, while price remains a crucial factor in purchasing decisions. This research used quantitative methods, collecting data through questionnaires from 100 respondents selected via proportionate stratified random sampling. Data analysis was conducted using multiple linear regression tests in SPSS software. The results showed that digital payments significantly and positively influenced purchasing decisions, with a regression coefficient of 0.215. The price factor had a more dominant influence, with a regression coefficient of 0.769. These two variables explained 56.2% of purchasing decision variability, indicating that digital payment methods and price are significant factors in Gen Z's coffee shop purchasing decisions.