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All Journal Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business Jurnal Riset Ekonomi dan Akuntansi Jurnal Sains Student Research Journal of Shariah Economics MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Ogi Saputra
Program Studi Ekonomi Syariah, Fakultas Ekonomi Dan Bisnis Islam, Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Diskon Tanggal Kembar Dan Gratis Ongkir Terhadap Perilaku Konsumtif Generasi Z Pengguna Shopee Di Desa Tanjung Bojo Ella Yulia Safitri; Arsa Arsa; Ogi Saputra; Hadi Saputra
JOURNAL OF SHARIA ECONOMICS Vol 7 No 1 (2025): Jounal of Sharia Economics
Publisher : Program Studi Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Al Hikmah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35896/jse.v7i1.1362

Abstract

This study was conducted to analyze the effect of double-date discounts and free shipping on the consumer behavior of Generation Z Shopee users in Tanjung Bojo Village. The rapid development of e-commerce has led to increased public interest in online shopping, especially among Generation Z, who tend to be attracted to various forms of promotions offered by marketplaces. This study used a quantitative approach with data processing through SPSS version 27. The sample size for this study was 75 respondents obtained through questionnaires distributed to Generation Z Shopee users in Tanjung Bojo Village.Based on the results, it is known that the double-date discount variable has a significant influence on consumer behavior with a significance value of 0.001 < 0.05. The free shipping variable also showed a significant influence on consumer behavior with a significance value of 0.001 < 0.05. In addition, the double-date discount and free shipping variables together have a significant influence on consumer behavior with a significance value of 0.000 < 0.05. The coefficient of determination test results obtained an Adjusted R Square value of 0.650 or 65%. This means that the consumer behavior of Generation Z Shopee users in Tanjung Bojo Village can be explained by the double-date discount and free shipping variables by 65%. The remaining 35% is influenced by other factors outside this study.
Co-Authors Agustina Mutia Ahmad Syahrizal Ambok Pangiuk Arbi Martin Arsa Arsa Dessy Anggraini Ella Yulia Safitri Erwin Saputra Siregar Hadi Saputra Hadi Saputra Hadi Saputra Hikmatul Fadilah Julia Nur Aini Julia Nur Aini Neneng Sudharyati Novi Mubyarto Nurlia Fusfita Nurlia Fusfita Nurul Ismainy Putri Olin Anugra Heni Rizky Fitra Ananda Sindy Malisa Sari Siti Sartika Wima Ayu Setia Ningsih