Pengaruh Diskon Tanggal Kembar Dan Gratis Ongkir Terhadap Perilaku Konsumtif Generasi Z Pengguna Shopee Di Desa Tanjung Bojo

Abstract

This study was conducted to analyze the effect of double-date discounts and free shipping on the consumer behavior of Generation Z Shopee users in Tanjung Bojo Village. The rapid development of e-commerce has led to increased public interest in online shopping, especially among Generation Z, who tend to be attracted to various forms of promotions offered by marketplaces. This study used a quantitative approach with data processing through SPSS version 27. The sample size for this study was 75 respondents obtained through questionnaires distributed to Generation Z Shopee users in Tanjung Bojo Village.Based on the results, it is known that the double-date discount variable has a significant influence on consumer behavior with a significance value of 0.001 < 0.05. The free shipping variable also showed a significant influence on consumer behavior with a significance value of 0.001 < 0.05. In addition, the double-date discount and free shipping variables together have a significant influence on consumer behavior with a significance value of 0.000 < 0.05. The coefficient of determination test results obtained an Adjusted R Square value of 0.650 or 65%. This means that the consumer behavior of Generation Z Shopee users in Tanjung Bojo Village can be explained by the double-date discount and free shipping variables by 65%. The remaining 35% is influenced by other factors outside this study.