Analysis of Trust Level and Online Medicine Purchase Decisions among Generation Z in Jombang
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Keywords:
Trust, Purchase decision, Online medicine, Generation Z, e-pharmacyAbstract
he rapid growth of internet use, e-commerce, and digital health services has changed consumer behavior, including the purchase of medicines through online platforms. This study aimed to analyze the trust level and online medicine purchase decisions among Generation Z in Jombang and to examine the effect of trust on purchase decisions. This study used a quantitative approach with a descriptive correlational design. The respondents were 136 Generation Z consumers in Jombang who had purchased medicines online. Data were collected through a closed-ended questionnaire using a Likert scale and analyzed using descriptive statistics and simple linear regression. The respondent profile showed that most respondents were female, aged 25–29 years, and used Shopee and TikTok as the main platforms for online medicine purchases. The illustrative descriptive results indicated that both trust and purchase decision variables were in the high category. The illustrative regression result showed that trust had a positive and significant effect on online medicine purchase decisions, with trust explaining 42.0% of the variance in purchase decisions. These findings indicate that trust plays an important role in shaping online medicine purchase decisions among Generation Z. Therefore, improving product transparency, seller credibility, platform reliability, and consumer digital health literacy is essential to support safer and more rational online medicine purchasing
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References
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