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Steven Yuan Saputra
Universitas Ma Chung Malang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Promosi Cashback dan Kualitas Layanan Digital terhadap Minat Beli Generasi Z Pengguna Shopeepay di Kota Malang Steven Yuan Saputra; Santi Widyaningrum; Stefanus Yufra Menahen Taneo; Melany Melany
Populer: Jurnal Penelitian Mahasiswa Vol. 5 No. 2 (2026): Juni: Populer: Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v5i2.4827

Abstract

This study aims to analyze the influence of cashback promotion and digital service quality on the purchase intention of Generation Z ShopeePay users in Malang City. The study is driven by the increasing use of digital wallets along with the rapid growth of financial technology in Indonesia, where ShopeePay has become one of the most widely used digital payment services due to its convenience and attractive promotional programs. This research employs a quantitative approach using a survey method involving 100 Generation Z ShopeePay users in Malang City selected through purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) using SPSS software. The results show that cashback promotion has a positive and significant effect on purchase intention with a significance value of 0.001. In contrast, digital service quality has a positive but insignificant effect on purchase intention with a significance value of 0.137. Simultaneously, cashback promotion and digital service quality significantly influence purchase intention. The coefficient of determination of 18.9% indicates that these independent variables explain part of the variation in purchase intention among ShopeePay users in Malang City.
Co-Authors Melany Melany Santi Widyaningrum Stefanus Yufra Menahen Taneo