The Effect of Budget Constraints, Price Sensitivity, and Tax Literacy on Generation Z’s Purchase Intentions in Semarang in Response to an Increase in the VAT Rate

Maria Apriani Nautany; Sukristanta Sukristanta

doi:10.63922/ijebir.v5i05.5628

Maria Apriani Nautany Fakultas Ekonomika Dan Bisnis Universitas AKI Semarang
Sukristanta Sukristanta Fakultas Ekonomika Dan Bisnis Universitas AKI Semarang

DOI: https://doi.org/10.63922/ijebir.v5i05.5628

Keywords: Budget Constraint, Generation Z, Price Sensitivity, Purchase Intention, Tax Literacy

Abstract

The increase in Value Added Tax (VAT) rates has the potential to influence people's consumption behavior, especially Generation Z, who generally have limited budgets and high price sensitivity. This study aims to analyze the influence of limited budgets, price sensitivity, and tax literacy on Generation Z's purchasing interest in facing the increase in VAT rates in Semarang City. The study used a quantitative approach with a survey method. The study population was Generation Z domiciled in Semarang City, while the sample consisted of 170 respondents selected using a purposive sampling technique. Data were collected through a questionnaire with a four-point Likert scale and analyzed using the Statistical Package for the Social Sciences (SPSS) through descriptive statistical analysis, validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination. The results showed that limited budgets and price sensitivity had a negative and significant effect on purchasing interest, while tax literacy had no significant effect. Simultaneously, all three variables had a significant effect on purchasing interest with an Adjusted R² value of 0.302. This study concluded that economic factors and perceptions of price were more determinants of Generation Z's purchasing interest in facing the increase in VAT rates than understanding of taxation

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