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All Journal Jurnal Penelitian dan Pengabdian Masyarakat
Umrotul Ummayah
Politeknik PGRI Banten
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences Other

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The Influence of Discounts and Customer Reviews on The Purchasing Decisions of Shopee Users Among Generation Z in Cilegon City Umrotul Ummayah; Nafiz Annas; Rezty Arizta Putri; Deti Kurniati; Adhelia Permata Safrina
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 3 (2026): August 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/bmqkq028

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
Co-Authors Adhelia Permata Safrina Deti Kurniati Nafiz Annas Rezty Arizta Putri