ANTECEDENTS OF PURCHASING DECISIONS AMONG MILLENNIALS AFTER THE COVID-19 PANDEMIC
Students are millennial circles. This research was conducted to see what variables are trending now that can influence the purchasing decision of a student. This research was conducted on public and private universities in Medan City. The approach method in this study is to use quantitative. The population of this study is students in public and private universities in Medan City, the sampling technique in this study is purposive samples, namely the determination of research samples, the research sample of the researcher's criteria rut criteria, while the number of samples in this study is 362 respondents. Data analysis in this study used lines analysis, using smart PLS 3.3.2. From the results of the study, the results were obtained that the coefficient of termination of price and purchase decision was above 50%, meaning that the value showed that the independent variable had a good dependent variable. The results of research on the direct influence obtained only the price that influences the purchase decision. The results of the study on the indirect influence obtained the result that the variables of free shipping and product quality affect purchasing decisions, which are mediated by price variables, while online shopping and advertising variables do not affect purchasing decisions mediated by price variables.
Pricing, Free Shipping, Online Shopping, Advertising, Purchasing Decisions