ANALISIS HUBUNGAN SISTEM PEMBAYARAN DIGITAL DENGAN KEPUTUSAN PEMBELIAN KONSUMEN DALAM PERSPEKTIF EKONOMI ISLAM PADA GENERASI Z PENGGUNA E-COMMERCE DI KECAMATAN KOTABARU KOTA JAMBI

Abstrak

The growth of e-commerce in Indonesia is also accelerating along with the increasing penetration of the internet and the use of smartphones.  Generation Z, those born between 1997 and 2012, is a group that is very close to digital technology. The purpose of this study is to analyze the extent to which the digital payment system affects the purchasing decisions of Generation Z consumers. The results of the study can be concluded that the digital payment system has a significant relationship with the purchase decisions of Generation Z consumers who use e-commerce in Kotabaru District, Jambi City. From linear regression analysis using SPSS, an R Square value of 0.482 was obtained, which means that 48.2% of the variation in consumer purchase decisions can be explained by the digital payment system variable, while the remaining 51.8% is influenced by other factors outside this study. In addition, the correlation test showed a Pearson Correlation value of 0.694 with a significance of 0.000 < 0.05, which indicates a strong and positive relationship between the digital payment system and the purchase decision. This data confirms that the better the digital payment service that consumers feel, the higher their tendency to make a purchase. In addition, factors such as safety, convenience, speed, and promotion were shown to play an important role in shaping the purchasing decisions of generation Z. The results of the validity test showed that all items of the questionnaire statement had a calculated r value greater than the r of the table (0.138) so it was valid, and the reliability test resulted in a Cronbach's Alpha value of 0.876, which indicates a reliable research instrument. This data reinforces the conclusion that digital payment systems are not only a means of transaction, but also an effective marketing instrument in influencing consumer behavior. Thus, this study proves that the quality of digital payment systems contributes significantly to the increase in purchasing decisions of generation Z in Kotabaru District, Jambi City