Electronic Resource

Analisa Pengaruh Event Tanggal Kembar, Promo dan Kepuasan Konsumen Terhadap Keputusan Pembelian Konsumen: Studi Kasus Generasi Z Pengguna Shopee di Jabodetabek

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"This study aims to analyze the influence of twin date events, promos, and customer
satisfaction on the purchasing decisions of Generation Z consumers using the Shopee e-commerce
platform in the Greater Jakarta area. The phenomenon of twin date events, such as 11.11 and 12.12,
which are accompanied by various promotions such as discounts, free shipping, and cashback, has
become a significant marketing strategy in attracting consumer interest. This research uses a
quantitative approach with a survey method through distributing questionnaires to 100 Generation
Z respondents who actively shop at Shopee. Data analysis was conducted using the Partial Least
Square (PLS) method through SmartPLS 4 software. The results showed that promos have a positive
and significant influence on purchasing decisions, while twin date events and customer satisfaction
did not show a statistically significant effect. This finding indicates that although events and
satisfaction have an important role in shaping the shopping experience, the promo factor is the main
driver in the purchasing decisions of Generation Z consumers. The implications of this study are
expected to help e-commerce companies, especially Shopee, in designing more effective promotional
strategies to attract and retain young customers in the digital era. "

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Detail Information

Series Title

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Call Number

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Publisher

Bogor : Jurnal : Kajian Ekonomi & Bisnis Islam., 2025

Collation

1381 - 1396

Language

Indonesia

ISBN/ISSN

NIM.2110101037

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

Vol 6 No 7 (2025)

Subject(s)

Consumer Satisfaction
Purchase Decision
generation z
Twin date event
Promo

Specific Detail Info

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Statement of Responsibility

Yoga Abdiya Brata Rawa ; Achmad Syamsul Huda

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