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This study aims to analyze the influence of subjective norms and perceived behavioral control (PBC) on the online purchase decisions of Generation Z in Palembang City, both directly and indirectly through attitude as a mediating variable. The study adopts a quantitative explanatory approach. Data were collected through an online questionnaire from 200 Generation Z respondents aged 18–29 years who reside in Palembang City and had made an online purchase within the previous three months. Respondents were selected using purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS.
The results show that subjective norms have a positive and significant effect on online purchase decisions (β = 0.330; p = 0.003), while perceived behavioral control also has a positive and significant effect on purchase decisions (β = 0.250; p = 0.022). Subjective norms significantly influence attitude (β = 0.466; p < 0.001), and perceived behavioral control significantly influences attitude (β = 0.349; p = 0.002). Furthermore, attitude has a positive and significant effect on online purchase decisions (β = 0.278; p = 0.011). The mediation analysis indicates that attitude partially mediates the relationship between subjective norms and purchase decisions, with an indirect effect of 0.130 and a VAF of 28.26%. In contrast, attitude does not significantly mediate the relationship between perceived behavioral control and purchase decisions, as the indirect effect is 0.097 with p = 0.076.
These findings indicate that social influences affect Generation Z's online purchase decisions both directly and through the formation of positive attitudes, whereas perceived behavioral control tends to operate more directly through consumers' practical ability and familiarity with e-commerce platforms.
Keywords: Generation Z, subjective norms, perceived behavioral control, attitude, online purchase decision, Theory of Planned Behavior.