<![CDATA[This study is motivated by the increasing use of free shipping promotion on Shopee, which is connected to Shopee’s internal logistics service, Shopee Express (SPX), while consumer experiences with delivery services may influence trust and purchase decisions. This study aims to analyze the effect of free shipping promotion on purchase decisions through SPX brand trust as a mediating variable among Generation Z Shopee users in Surabaya City. This research employs a quantitative approach with a survey design involving 171 consumers who had used free shipping vouchers and SPX services. Data were collected through an online questionnaire, then analyzed using SPSS for instrument testing and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 for model and hypothesis testing. The results indicate that free shipping promotion has a positive effect on purchase decisions and SPX brand trust. Furthermore, SPX brand trust positively affects purchase decisions and serves as a mediating variable in the relationship between free shipping promotion and purchase decisions. This study demonstrates that the effectiveness of free shipping promotion is not only determined by the economic benefits offered but also by consumers’ trust in delivery service quality. These findings provide implications for Shopee and SPX to improve promotional program clarity and strengthen delivery reliability in supporting consumer purchase decisions.]]>
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