THE EFFECT OF SHOPEE PAYLATER, FREE SHIPPING, LIVE STREAMING AND FLASH SALE OF SHOPEE MARKETPLACE ON PURCHASE DECISIONS OF GENERATION Z IN DUDUK SAMPEYAN DISTRICT, GRESIK REGENCY

Authors

  • Annisa Syaidatul Kumala Islamic University of Lamongan Author
  • Yunni Rusmawati DJ Islamic University of Lamongan Author
  • Evi Fitrotun Najiah Islamic University of Lamongan Author
  • Sutinem Islamic University of Lamongan Author

Keywords:

Perception of price, product quality, service quality, customer satisfaction, customer loyalty

Abstract

This study aims to determine the influence of Shopee Paylater, Free Shipping, Live Streaming and Flash Sale Marketplace Shopee on Purchasing Decisions of Generation Z in Duduk Sampeyan District, Gresik Regency. The sample in this study amounted to 400 respondents. The data analysis techniques used were validity test, reliability test, classical assumption test, multiple linear regression analysis test, coefficient of determination test, multiple correlation test and hypothesis test. The results of this study indicate that the variables shopee payleter, shipping vouchers, live streaming, and flash sale have a positive and significant effect on purchasing decisions, this is evidenced by the results of the calculated t value> t table. And based on the results of the multiple linear regression analysis, the flash sale variable has the most dominant effect on purchasing decisions.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles