Planned Behavior (TPB) Theory: Analysis of Gen Z Purchase Decisions Through the Shopee Application in Surabaya

Lina Amelina; Nina Triolita

doi:10.59890/ijasr.v4i4.234

Authors

Lina Amelina NSC Polytechnic Surabaya
Nina Triolita NSC Polytechnic Surabaya

DOI:

https://doi.org/10.59890/ijasr.v4i4.234

Keywords:

Theory Planned Behavior, Purchase Decision, E-commerce, Generation Z, Shopee Application.

Abstract

The rapid development of digital technology has increased the use of e-commerce, with Shopee becoming one of the most popular platforms among Generation Z in Indonesia. This study aims to analyze the purchase decisions of Generation Z in Surabaya through the Shopee application using the Theory of Planned Behavior (TPB). A qualitative descriptive approach was employed, involving Generation Z aged 18–25 years who actively use Shopee and have made at least three purchases in the last six months. Data were collected through interviews, observations, and documentation, then analyzed using the Miles and Huberman model. The findings indicate that purchase decisions are influenced by three TPB factors: attitude toward behavior, subjective norms, and perceived behavioral control. Positive attitudes are driven by ease of use, promotions, and shopping efficiency; subjective norms are shaped by family, friends, social media, and influencers; while perceived behavioral control is supported by easy application access, diverse payment methods, and accessible product information. These factors collectively influence Generation Z's purchase intentions and decisions when shopping on Shopee.

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