Diana Sari

Understanding Gen Z’s purchase behavior in online travel agents is essential to effectively engage and meet the unique preferences of this generation, fostering long-term loyalty and satisfaction. Utilizing the unified theory of acceptance and use of technology (UTAUT) as the theoretical foundation, this study aims to analyze the impact of performance expectancy, effort expectancy, social influence, facilitating condition, and trust on purchase decision of flight tickets through online travel agent platforms. The data were collected through an online survey of 253 Gen Z users of online travel agent applications in Indonesia, such as Traveloka, Tiket.com, Pegipegi.com, Agoda, and Booking.com. The study employed PLS-SEM to test the hypotheses. The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions influence trust (t-value 1.645, p-value < 0.05). Further, performance expectancy, effort expectancy, and facilitating conditions influence purchase decisions (t-value 1.645, p-value < 0.05). However, social influence does not significantly affect purchase decisions (t-value 1.041, p-value > 0.05). The analysis also shows that trust fully mediates the relationship between social influence and purchase decisions, while no mediating effect is identified in the relationship between effort expectancy and purchase decisions. By investigating the key factors contributing to Gen Z’s buying behavior in online travel agent platforms, this paper provides valuable insights for online travel businesses to effectively engage and cater to Gen Z’s unique needs and preferences.

Adopting a green lifestyle by living a healthy life has the consequence of purchasing more expensive green products. This study aimed to explore the factors affecting consumers’ willingness to pay more for green convenience products. This willingness can be influenced by consumers’ attitudes, green lifestyles, and purchase intention. The respondents were 225 individuals who had purchased green products from bulk stores in Bandung and Jakarta. The data were obtained through online surveys, specifically distributing G-form. The majority of respondents are women at 78.7% and 39.1% were aged between 26-35 years. Subsequently, the samples were collected using cluster random sampling, which included selecting groups or areas to be sampled, and the data were processed using SEM-LISREL. The results showed that green lifestyles influenced willingness to pay more for convenience goods, while attitudes were only indirectly influenced. The intention to make a purchase was a significant predictor of how much consumers were willing to pay more. The majority of respondents are willing to pay around 10-25% more for green products. Simultaneously, attitudes and green lifestyles had a significant influence, with purchase intention as a mediator. These results can be used to develop green convenience product marketing strategies at bulk stores in Indonesia by providing confidence in product attributes that encourage consumers to pay a premium price.