Pengaruh Motif Utilitarian, Keterlibatan Pelanggan dan Kesadaran Merek Terhadap Intensi Pembelian Produk Oleh Generasi Z Pada Aplikasi Shopee

The purpose of this study is to test the impact of utilitarian motive, customer involvement and brand awareness of product purchase capabilities by the z generation on the shopee application. This method of study USES 100 of respondents who will be eventually managed using SPSS 25.0 to manage small samples and large samples will be administered using 7.0 WarpPLS. Research results have significant positive effects on purchasing and customer engagement. Brand consciousness has a positive but insignificant impact on purchasing indentification. The practical implications of this study are to develop knowledge and shopee strategies in the future, particularly evaluate the competitiveness of online shopping applications or ecommerce, and are important to increase ultilitarian, customer involvement and brand awareness of customers toincrease purchasing interest in the shope