Factors that influence Generation Z's purchasing decisions on the Shopee Marketplace
DOI:
https://doi.org/10.556442/eabmij.v7i01.926Keywords:
Price, Promotion, Product Review, Purchase DecisionAbstract
This study aims to analyze factors that influence purchase decisions in the Shopee Marketplace like price, promotion, and product ratings, focusing on Generation Z in Semarang City as a case study. The research sample consists of 120 consumers aged 17 to 28 years in Semarang City who have made purchases through the Shopee application. The data were analyzed using the multiple linear regression method. The results indicate that price has a negative and significant influence, while promotion and product reviews have a positive and significant influence on purchase decisions.
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