Tujuan dari penelitian ini adalah untuk mengetahui dan menguji secara empiris pengaruh brand experience dan brand trust sebagai variabel independen terhadap keputusan pembelian sebagai variabel dependen pada Gen Z yang melakukan pembelian secara online melalui situs online shopping “Shopee” di Semarang, Jawa Tengah. Penelitian ini menggunakan pendekatan kuantitatif serta teknik pengumpulan datanya melalui skala sebagai instrumen penelitian. Hipotesis dalam penelitian ini adalah terdapat pengaruh antara brand experience dan brand trust terhadap keputusan pembelian. Adapun sampel dalam penelitian ini diujikan kepada 107 responden yang merupakan Gen Z di Kota Semarang yang pernah melakukan pembelian secara online melalui Shopee”. Instrumen penelitian ini diukur menggunakatiga skala yaitu skala brand experience, skala brand trust, dan skala keputusan pembelian. Kemudian, metode analisis data penelitian ini menggunakan analisis regresi linear berganda dengan uji F simultan dan uji t parsial.
Berdasarkan hasil penelitian ini menunjukkan analisis uji t parsial pada variabel brand experience nilai t hitung adalah 6,176 > 1,983 (t tabel) yang artinya secara parsial brand experience memiliki pengaruh yang signifikan terhadap keputusan pembelian. Kemudian, pada variabel brand trust menunjukkan bahwa nilai t hitung adalah 6,675 > 1,983 (t tabel) yang artinya bahwa secara parsial brand trust memiliki pengaruh yang signifikan terhadap keputusan pembelian. Selain itu, pada uji F simultan menunjukkan bahwa nilai F hitung adalah 157,522 > 3,08 (F tabel) yang berarti bahwa secara simultan brand experience dan brand trust berpengaruh signifikan terhadap keputusan pembelian. Selanjutnya, dalam penelitian ini dinyatakan bahwa brand experience dan brand trust sebagai variabel independen telah memberikan sumbangsih sebesar 74,7% terhadap keputusan pembelian yang dibuktikan melalui hasil koefisien determinasi di mana diketahui bahwa nilai Adjusted R2 adalah 0,747.

ABSTRACT:
The aim of this study is to find out and to examine empirically the influence of brand experience and brand trust as independent variables on purchasing decision as an dependent variable for Gen Z in online buying through the online shopping site “Shopee” in Semarang, Central Java. This study used a quantitative approach as well as data collection techniques used through the scale as a research measuring instrument. The hypothesis of the study is that there is an influence between brand experience and brand trust toward purchasing decision. As for the samples in this was tested to 107 respondents, were Gen Z in Semarang who have ever conducted in online buying through the online shopping site “Shopee”. The instrument of this study was measured by three scales; those were the brand experience scale, the brand trust scale, and the purchasing decision scale. Then, the data analysis method used multiple regression linear analysis with F-test simultaneous and t-test partial.
Based on the results of this study showed on partial t-test analysis that the calculated t-value of brand experience variable was 6,176 > 1,983 (t-table), which means that the brand experience had a significant effect towards purchasing decision partially. Then, the brand trust variable showed that the calculated t-value was 6,675 > 1,983 (t-table), which means that the brand trust had a significant effect towards purchasing decision partially. In addition, the F-test simultaneous showed that the calculated F-value was 157,522 > 3,08 (F-table), which means that brand experience and brand trust had significant effects on purchasing decision simultaneously. Furthermore, in this study stated that brand experience and brand trust as independent variables have given contribution as much as 74,7% for purchasing decision which proved through the coefficient of determination results whereas was known that Adjusted R2-value was 0,747.