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p-Index From 2021 - 2026
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All Journal Journal of Management and Digital Business
Susi Handayani
Fakultas Ekonomi, Universitas Indo Global Mandiri
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Keamanan, kemudahan dan promosi fitur Shopee Paylater dalam keputusan pembelian gen Z Komang Dian Prasna; Susi Handayani; Yeni Yeni
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.2943

Abstract

This study aims to analyze the roles of security, ease of use, and promotion in influencing purchase decisions regarding the use of Shopee PayLater among Generation Z. This research employed a quantitative approach using a survey method, distributing questionnaires to respondents who were Shopee PayLater users. The sampling technique used was purposive sampling, with the criteria that respondents belonged to Generation Z and had used Shopee PayLater in purchase transactions. The findings show that, to some extent, security, ease of use, and promotion positively affect purchase decisions. Simultaneously, these three variables also have a significant effect on purchase decisions. These findings indicate that transaction security, ease of service use, and attractive promotions are important factors in encouraging the use of Shopee PayLater. Therefore, improving security quality, service usability, and the use of appropriate promotional strategies can strengthen consumer purchase decisions, particularly among Generation Z, who are active users of digital services. This study has implications for e-commerce platform managers seeking to develop digital payment services that are secure, easy to use, and aligned with Generation Z's characteristics.
Analisis keputusan pembelian produk Skintific di TikTok Shop: Pengaruh influencer marketing, live shopping, dan FOMO Anisa Nurjana; Susi Handayani; Yeni Yeni
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2940

Abstract

This study examines the influence of influencer marketing, live shopping, and fear of missing out (FOMO) on purchase decisions for Skintific products through TikTok Shop among students of the Faculty of Economics at Universitas Indo Global Mandiri. The research employed a quantitative, survey-based approach. Data were collected from respondents who had experience purchasing Skintific products via the TikTok Shop and were analyzed using multiple linear regression. The findings reveal that influencer marketing, live shopping, and fear of missing out each have a positive and significant effect on purchase decisions. These results indicate that digital marketing strategies supported by psychological consumer factors play a significant role in shaping purchasing behavior on social commerce platforms. This study also demonstrates that interactive shopping experiences and social influence can increase consumer interest and encourage purchasing decisions. The novelty of this research lies in integrating influencer marketing, live shopping, and fear of missing out within the TikTok Shop context, particularly among university students as digital consumers in emerging online marketplaces.
Co-Authors Anisa Nurjana Komang Dian Prasna Yeni Yeni