Belanja Online Ala Generasi Z: Peran Harga, Promosi, dan Kemudahan Aplikasi dalam Keputusan Pembelian di Shopee: Studi Kasus pada Siswa SMA Negeri 1 Cepogo

Lina Lestari; Luki Sri Anggorowati; Donna Setiawati

doi:10.59024/jumek.v4i3.821

Authors

Lina Lestari Universitas Boyolali
Luki Sri Anggorowati Universitas Boyolali
Donna Setiawati Universitas Boyolali

DOI:

https://doi.org/10.59024/jumek.v4i3.821

Keywords:

Application Ease, Generation Z, Price, Promotion, Purchase Decision.

Abstract

This research attempts to examine how price, promotion, and app ease of use affect Generation Z's shopping decisions on the Shopee marketplace, with a particular emphasis on SMA Negeri 1 Cepogo students. Online shopping is the main lifestyle option for teens who are tech-adaptive, and consumption patterns are consistent with the growing digital age. The population of 712 pupils was included in this quantitative explanatory research. Through the use of the purposive sampling and Slovin formula methodsa sample of 100 people was used selected. multiple linear regression modelling/analysis using SPSS 26 was used to examine the main data, which was gathered using an online survey with a Likert scale format. According to the data, these students' purchasing decisions are not significantly impacted by price. On the other hand, ease of use in promotion and application both have a big and beneficial impact. Significantly, the usability of the program was recognized as the most crucial element in their transaction selections. The combination of pricing, promotion, and application ease of use, however, accounts for 53. 4% of the decision variation, thus having a significant impact on purchasing decisions. The study suggests that educational institutions should improve students' financial literacy in order to encourage rational digital consumption, while e-commerce platforms must continuously optimize usability and promotional campaigns.

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