THE INFLUENCE OF ACTIVITY, INTEREST, AND OPINION ON FAST FOOD ONLINE PRODUCT PURCHASE DECISIONS MEDIATED BY CUSTOMER TRUST DURING THE PANDEMIC COVID-19

Abstract

This study aims to determine the influence of Generation Z's Lifestyle which can be measured through Activities, Interests, and Opinions (AIO) on fast food online product purchasing decisions during the pandemic. The population in this study were online food consumers in Generation Z. The problem in this research is the decline in consumer purchasing decisions in 2020 during the Covid-19 pandemic. The sampling technique in this study was the data collection instrument in the form of an online questionnaire distributed using Google Form media. This research method is a quantitative descriptive analysis, there are 280 Generation Z respondents who have an age range of 13-28 years. Testing the research hypothesis was carried out using the Partial Least Square (PLS) approach based on the Structural Equation Model (SEM). The results of this study partially show that Activity influences Customer Trust, Interest and Opinion do not influences Customer Trust, Customer Trust influences Purchase Decisions, Activities influences Purchase Decisions, Interest, Opinion do not influences Purchase Decisions, Activity has no effect on Purchase Decision through Customer Trust, Interest has no effect on Purchase Decision through Customer Trust, and Opinion has no effect on Purchase Decision through Customer Trust.