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Rafly, Muhammad
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Journal : al dzahab

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Digital Payment Systems and Gen Z E-Commerce Purchasing Behavior: Evidence from Shopee Users Dewanti, Natashah; Rafly, Muhammad; Ilmiyah, Nazihah Nur; Panorama, Maya
Al Dzahab Vol. 7 No. 1 (2026): Al Dzahab: Journal of Economics, Management, Business and Accounting
Publisher : Institut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/dhb.v7i1.5159

Abstract

Purpose: This study aims to examine Gen Z students’ purchasing behavior on the Shopee e-commerce platform, focusing on purchase frequency, preferred product categories, and the role of digital payment systems in influencing purchasing decisions. Design/Methodology/Approach: This research employed a quantitative descriptive approach using primary data collected through questionnaires. The sample consisted of 55 students from the Faculty of Islamic Economics and Business (FEBI) at UIN Raden Fatah Palembang who actively use Shopee. Respondents were selected using purposive sampling, while secondary data were obtained from relevant literature and previous studies. Findings: The results indicate that most students shop on Shopee approximately 1–3 times per month, with fashion products being the most frequently purchased category. Purchasing decisions are primarily influenced by competitive prices and promotional discounts. In addition, the convenience and accessibility of digital payment systems, particularly ShopeePay, further encourage online purchasing behavior among Gen Z students. Research Implications: These findings highlight the importance for e-commerce platforms to develop effective marketing strategies that combine competitive pricing, attractive promotional campaigns, and convenient digital payment services in order to maintain consumer engagement, especially among Gen Z as a key market segment.
Co-Authors Abu Bakar Ade Gunawan Aditya, Bima Adityo, Reza Affandi, Dafa Affandi, Daffa Afrida, Nina Aisya, Ummatrisi Fadhia Al Qindi, Muhammad Luqman Hakim Alfiansyah, Taufik Ramlan Alhadi, Hasanul Affan Alsya, Suci Mahdini Alvansuri, Maulfi Aminata, Nanda Anan Sutisna Angelia, Jessy Ayu Apsari D, Adinda Naila Apsari, Adinda Naila Ardhita, Filzaricha Ary, Rizky Arya, Angga Bima Aulia, Rizqy Ayun, Shafira Qurrota Azhalea, Diaz Azzahra, Khairunnisa Mahira Brilliant , Cantika Chatika, Anggelina Damanik, Nurliana Dewanti, Natashah Dewi Agustina Dewi, Suci Kumala Durotul Yatimah Dwi Epty Hidayaty DWI RAHMAWATI Dwi Yogyo Suswinarto, Dwi Yogyo Fadhli Fajri Fahlevi, Raja fajri maulana Farhan Asyhadi Farhan, Muhammad Ghalbi Fathriansyah, Arkaan Febrina, Bunga Putri Ginting, Ernawati Beru Ginting, Raisya Rhadella Br Hafizh, Aulia Azahra Hamzah Khaeriyah Handayani , Sri Harahap, Jimly Sahbana Hidayat, Audy Abdillah Hirza, Baihaqi I KETUT TIRKA NANDAKA Ilmiyah, Nazihah Nur intan permata sari Ionia Veritawati Irdayanti, Yeni Ismi, Indah Nurul Ismunandar Juliana, Chantika Kada, Septian Kedurang, Afrizzal Pebriansyah Khairunsyah, Khairunsyah Kurniasy, Dessy Kurniawan, Yoseph Wahyu Kusumo, Kevin Lubis, Putri Fakhira Maharani Srg, Rika Aulia Mahenda, Agil Aqshol Mahir Pradana Manalu, Bintang Try Anastasya Maria Ulfah Mariam, Sitti Marlina, Revy Maulana, Arbi Maya Panorama, Maya Mintarum, Melati Mahandani Muhamad Abas Muhammad Adhimawan Wijaya Mujayanto, Radik Rosyadi Mustika Mustika Mutiadesi, Wahyu Prasasti Nazili, Muhammad Haqi Noor Jannah, Noor Nurcholis, Ivan Achmad Nurhayati Nurhayati Nurhidayah Nurhidayah Nuriasti, Rovera Pasaribu, Irma A. Prahasa, Rahmat Al-Ghaffari Pramudya, Mochammad Pratama, Alfarezi Hidayat Pratama, Rucci Nabil Prihatini, Ekawati Prudena, Balqis Putra, Akbar Wibowo Putra, Tommy Adhiyaksyah Putri Agustina Putri, Faliza Qoriatul , Nanggi R Arri Widyanto Rahmad Bustanul Anwar Ramadani, Wulan Suci Ramadhani, Hafizah Anjeli Ratu, Ayu Sitho Resmy Regina, Anak Agung Ayu Ridho, Muhammad Mukharom Ritonga, Indah Azzahra Ruslie , Ahmad Sholikhin Sabrina, Yasmin sahren, sahren Sandri, Dwi Sholat, Junaidi Siahaya, Asty Putri Pratiwi Army Simamora, Nurul Hasanah Simarmata, Anugrah Parsaulian Sinaga, Nadia Syahputri Siregar, M. Ramadhan Siti Wahyuni Sri Irtawaty, Andi Sulthoni, Akhmad Suroso Syamsiar, Syamsiar Syarifah Mudrika Tahriani, Ridha Vivine Nurcahyawati Wedha , Yoga Prawira Widitya, Debby Widytia, Debby Yahya, Ali Affandi Yasmin Yasmin Yusda, Riki Andri Zahra , Andhara Az Zahro, Febbry Zali, Muhammad