What Drives Generation Z to Purchase on Shopee: Digital Marketing, Pricing, or Online Reviews?(Study on Students of the Faculty of Economics and Business, UNNES)

Abstract

This study investigates the key determinants influencing Generation Z's purchase intention on Shopee, focusing on three main variables: digital marketing, pricing, and online reviews. The research was conducted among students from the Faculty of Economics and Business at Universitas Negeri Semarang (UNNES) using a quantitative approach. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The findings reveal that both digital marketing and online reviews have a significant and positive impact on purchase intention. In contrast, pricing shows a significant but negative effect, indicating that Generation Z is highly price-sensitive and more influenced by perceived value and peer reviews. The model explains 68.0% of the variance in purchase intention (R² = 0.680), suggesting a strong relationship between the examined variables and consumer behavior. These results highlight the importance of authentic digital engagement and customer feedback in driving online purchases among young consumers. E-commerce platforms are advised to prioritize trust-building strategies and maintain price competitiveness to target the Gen Z segment effectively.