Consumer Behavior: A Young Generation Purchase Decision Model

This study aims to determine the model of purchasing decisions in the younger generation in purchasing bottled water products, this is done because of the need for ongoing research to explain models of consumer behavior through measuring consumer purchasing decisions. This research was conducted using a quantitative descriptive analysis approach with a total sample of 100 samples, data analysis was carried out in several stages, namely data instrument analysis, classical assumption detection, hypothesis testing and R-Square determination test to find out how much influence the overall variables used in representing buying decision. The results of the study found that brand image had no significant effect on purchasing decisions, promotion and trust had a significant and positive effect on purchasing decisions, service quality had a significant and negative effect on purchasing decisions. The results of this study can contribute to economics as a literature study on purchasing decision models for the younger generatio