Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Generasi Z pada Marketplace Shopee di Kota Bandung

Abstract

This study aims to determine the influence of price and promotion on the purchasing decisions of Generation Z on the Shopee marketplace in Bandung City. The background of the research is based on the rapid growth and high penetration of e-commerce in Indonesia, particularly among Generation Z, who are considered the most active group of digital consumers and are highly responsive to innovations and changes in online shopping trends. This generation demonstrates distinctive characteristics, such as a strong reliance on technology, the ability to access information quickly, a preference for convenience, and a strong tendency to compare prices and evaluate promos before finalizing any purchase. The research method applied in this study is associative quantitative with a survey approach. Primary data were collected by distributing online questionnaires to 100 respondents who belong to Generation Z and are active users of Shopee. To ensure credibility, the research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression so that the results could be considered both accurate and scientifically accountable. The findings reveal that the price variable exerts a positive and significant effect on purchasing decisions. Similarly, the promotion variable also shows a positive and significant impact on purchasing decisions. When tested simultaneously, price and promotion collectively have a significant influence on Generation Z’s purchasing decisions, supported by a relatively high coefficient of determination, which indicates a meaningful level of contribution. These results highlight that competitive pricing strategies and intensive, creative promotional activities are among the most decisive factors shaping the consumer behavior of Generation Z. The study is therefore expected not only to contribute theoretically to the advancement of digital marketing literature but also to provide practical implications for e-commerce practitioners, especially Shopee, in developing more effective, targeted, and sustainable marketing strategies to attract and retain young consumers.