<![CDATA[ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan Promotional Strategies dan Social Media Engagement terhadap purchase decisions produk fashion di Shopee pada konsumen Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner secara online kepada responden yang termasuk dalam kategori Generasi Z dan memiliki pengalaman melakukan pembelian produk fashion melalui platform Shopee. Sebanyak 180 responden yang memenuhi kriteria penelitian digunakan sebagai sampel. Analisis data dilakukan menggunakan metode regresi linear berganda untuk mengetahui hubungan dan pengaruh antara variabel promosi, Social Media Engagement, dan keputusan pembelian. Hasil penelitian menunjukkan bahwa promosi dan Social Media Engagement secara parsial maupun simultan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Berbagai bentuk promosi seperti diskon, voucher, cashback, gratis ongkos kirim, flash sale, dan kampanye promosi tematik terbukti mampu meningkatkan minat serta mendorong konsumen untuk melakukan pembelian. Selain itu, Social Media Engagement yang tercermin melalui aktivitas seperti memberikan like, komentar, membagikan konten, membaca ulasan, memberikan rating, dan berinteraksi dengan konten yang dibuat pengguna juga berkontribusi dalam membentuk persepsi positif serta meningkatkan kepercayaan konsumen terhadap produk yang ditawarkan. Namun demikian, hasil penelitian menunjukkan bahwa variabel promosi memiliki pengaruh yang lebih dominan dibandingkan Social Media Engagement dalam memengaruhi keputusan pembelian produk fashion di Shopee. ABSTRACT This study aims to analyze the influence of promotion and Social Media Engagement on the purchase decisions of Generation Z consumers when purchasing fashion products through Shopee. This study uses a quantitative approach with a survey method. Data were collected through an online questionnaire distributed to respondents who belong to Generation Z and have experience purchasing fashion products through the Shopee platfrom. A total of 180 respondents who met the research criteria were selected as the sample. The data were analyzed using multiple linear regression analysis to determine the relationship and influence between promotional strategies, Social Media Engagement, and purchase decisions. The results indicate that promotional strategies and Social Media Engagement have a positive and significant effects on consumers’ purchase decisions, both partially and simultaneously. Various promotional activities such as discounts, vouchers, cashback offers, free shipping, flash sales, and thematic promotional campaigns can increase consumer interest and encourage purchasing behavior. In addition, Social Media Engagement through activities such as liking, commenting, sharing content, reading reviews, and providing ratings contributes to building positive perceptions, and interacting consumer trust. However, the results indicate that promotion strategies has a more dominant influence than Social Media Engagement in affecting purchase decisions for fashion products through Shopee.]]>
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