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.
