<![CDATA[AbstractThis study aims to analyze consumer purchasing interest from Generation Z on the Shopee platform by considering digital marketing, product variation, and service quality. The method used is a causal quantitative approach to reveal the cause-and-effect relationship between variables. A total of 100 respondents from Generation Z were selected as samples through a purposive sampling technique. The data collection method used in this study was through a questionnaire distributed with Google Forms. Researchers used the SPSS version 26 program with data analysis, including instrument validity and reliability tests, classical assumption tests, and data analysis techniques. The findings of this study reveal that digital marketing, product variation, and service quality each have a positive and significant impact on consumer purchasing interest. Based on the results of the Adjusted R Square value of 0.722. This can be interpreted that the three factors together influence consumer purchasing interest by 72.2%. Other variables outside this study influence the remaining 27.8%. These findings highlight the importance of implementing digital marketing strategies, providing diverse products, and improving service quality to attract Generation Z's purchasing interest.Keywords: Consumer Purchase Interest; Digital Marketing; Product Variation; Service Quality. AbstrakPenelitian ini bertujuan untuk menganalisis minat beli konsumen dari kalangan Generasi Z di platform Shopee dengan mempertimbangkan faktor digital marketing, variasi produk, dan kualitas pelayanan. Metode yang digunakan adalah pendekatan kuantitatif kausal guna mengungkap hubungan sebab-akibat antarvariabel. Sebanyak 100 responden dari Generasi Z dipilih sebagai sampel melalui teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner secara daring menggunakan Google Forms. Proses analisis data dilakukan dengan bantuan software SPSS versi 26, meliputi uji validitas dan reliabilitas instrumen, uji asumsi klasik, serta analisis data. Hasil penelitian menunjukkan bahwa digital marketing, variasi produk, dan kualitas pelayanan masing-masing memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Berdasarkan nilai Adjusted R Square sebesar 0,722, dapat disimpulkan bahwa ketiga faktor tersebut secara bersama-sama memengaruhi minat beli konsumen sebesar 72,2%, sedangkan sisanya sebesar 27,8% dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini menyoroti pentingnya penerapan strategi pemasaran digital, penyediaan produk yang beragam, serta peningkatan kualitas layanan untuk menarik minat beli Generasi Z.Kata Kunci: Minat Beli Konsumen; Digital Marketing, Variasi Produk; Kualitas Pelayanan.]]>
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