Pengaruh Cashback dan Free Ongkir terhadap Keputusan Pembelian Gen Z di Marketplace Shopee dengan Perceived Value sebagai Variabel Mediasi

Vebi Febriola; Rofiqoh Ferawati; Nova Erliyana

doi:10.35896/jse.v7i1.1373

Vebi Febriola UIN Sulthan Thaha Saifuddin Jambi
Rofiqoh Ferawati UIN Sulthan Thaha Saifuddin Jambi
Nova Erliyana UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.35896/jse.v7i1.1373

Keywords: cashback, free shipping, perceived value, purchasing decisions, Generation Z, Shopee.

Abstract

This study aims to determine the development of e-commerce in Indonesia has driven increased competition between platforms in attracting consumer interest through various promotional strategies, such as cashback and free shipping. Generation Z as the largest digital consumer group has characteristics that are responsive to promotions and tend to consider the value obtained before making a purchase. This study aims to analyze the effect of cashback and free shipping on Generation Z purchasing decisions on the Shopee marketplace with perceived value as a mediating variable. The study uses a quantitative approach with an explanatory research design. The study population is Generation Z Shopee users in Muaro Jambi Regency, while the sampling technique uses purposive sampling. Data collection was carried out through distributing questionnaires using a Likert scale, and data analysis was designed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS 4 software. Based on the theoretical study and the developed conceptual model, cashback and free shipping programs are expected to be able to increase consumer perceived value through increased economic benefits and reduced transaction costs, which in turn has the potential to encourage purchasing decisions. This research provides a theoretical contribution by integrating the Theory of Planned Behavior and the concept of Perceived Value to explain consumer purchasing behavior on e-commerce platforms. Practically, the research findings are expected to provide input for marketplace managers and businesses in designing more effective promotional strategies to increase perceived value and encourage increased purchasing decisions and customer loyalty.

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