Pengaruh Cashback dan Free Ongkir Terhadap Keputusan Pembelian Gen Z Di Marketplace Shopee Dengan Perceived Value Sebagai Variabel Mediasi
DOI:
https://doi.org/10.35896/s38qmk64Keywords:
Cashback, Free Ongkir, Keputusan Pembelian, Perceived ValueAbstract
This study aims to analyze the effect of cashback and free shipping on the purchasing decisions of Gen Z Shopee users in Muaro Jambi with perceived value as a mediating variable. This study uses a quantitative method with an associative approach. The sampling technique uses purposive sampling with a total of 100 respondents from Gen Z Shopee users in Muaro Jambi. Data were collected through questionnaires and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the help of the SmartPLS 4 application. The results show that cashback has a positive and significant effect on perceived value with a t-statistic value of 5.873 and a p-value of 0.000. Free shipping also has a positive and significant effect on perceived value with a t-statistic value of 4.916 and a p-value of 0.000. Cashback has a positive and significant effect on purchasing decisions with a t-statistic value of 2.164 and a p-value of 0.030. Meanwhile, free shipping does not have a significant effect on purchasing decisions with a t-statistic value of 0.600 and a p-value of 0.549. Perceived value has a positive and significant effect on purchasing decisions with a t-statistic value of 2.802 and a p-value of 0.005. The results of the mediation test show that perceived value is able to partially mediate the effect of cashback on purchasing decisions with a t-statistic value of 2.450 and a p-value of 0.014. In addition, perceived value is able to fully mediate the effect of free shipping on purchasing decisions with a t-statistic value of 2.417 and a p-value of 0.016.
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