Factors That Determined E-Purchase Decision in Fashion Industry for Gen Y and Z

This study aims to determine factors that impact e-purchasing decisions in fashion products for Gen Y and Gen Z. This statistical parametric study adopted a method that uses a multiple linear regression in which the data processed by SPSS program. The method used in the form of a standardized questionnaire with Likert scale was used to gather data consisting of 20 questions organized on the basis of indicators and measurements derived from each variable. Based on Hair et. al (2014)  with ratio 10:1, the total sample size was 200 respondents and questionnaire is distributed to respondents with accidental sampling technique. The result showed that the value of R-squared is 32.8% and the factors that determined e-purchase decisions in the fashion industry for Gen Y and Gen Z are utilitarian motivation and sales promotion.