Building Consumer Trust for Sustainable Digital Markets: Analyzing Gen Z's E-Commerce Behavior in Jakarta

Purchase decisions play a crucial role as they represent the culmination of all marketing strategies that lead consumers to make a purchase. Understanding the significance of these decisions enables companies to better connect with their customers, enhance profitability, and maintain their competitive position in the market. This study aims to identify the factors that influence the purchasing decisions of Generation Z in Jakarta regarding personal care and beauty products promoted through the TikTok Shop. We employed a quantitative approach using a questionnaire method, which involved providing respondents with a set of questions. Additionally, we utilized a causal technique through path analysis. Descriptive analysis was conducted using the questionnaire to provide an overview of the research variables. SmartPLS software was employed to verify the data. Given that the study includes 22 indicators, a sample size of 220 Generation Z individuals from Jakarta was deemed necessary. Composite Reliability values for all variables were above 0.6, further confirming the overall reliability of the measurement model. The findings indicate that price, perceived ease of use, information accuracy, and security significantly influence purchasing decisions. Mature leaders in the e-commerce industry must grasp these key factors affecting consumer choices. Security and trust in e-commerce play a crucial role in fostering a stable and sustainable digital economy by creating a reliable transaction ecosystem.