The Influence of Discounts and Customer Reviews on The Purchasing Decisions of Shopee Users Among Generation Z in Cilegon City
DOI:
https://doi.org/10.61231/bmqkq028Keywords:
Customer Reviews, Discounts, Generation Z, Purchasing Decisions, Shopee.Abstract
This study aims to examine the influence of discounts and customer reviews on the purchasing decisions of Shopee users among Generation Z in Cilegon City. A quantitative survey was conducted involving 384 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics, including validity, reliability, classical assumption, t-test, F-test, and coefficient of determination (R²) analyses. The findings reveal that both discounts and customer reviews have a positive and significant effect on purchasing decisions, both individually and simultaneously. Customer reviews were found to exert a stronger influence than discounts. The coefficient of determination (R²) of 0.643 indicates that both variables explain 64.3% of the variation in purchasing decisions. These findings highlight the importance of promotional strategies and customer-generated reviews in influencing Generation Z purchasing decisions on Shopee
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