<![CDATA[Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan antar platform e-commerce di Indonesia, sehingga Shopee menerapkan berbagai strategi promosi seperti program flash sale dan gratis ongkir untuk menarik minat konsumen, khususnya Generasi Z. Tujuan penelitian ini adalah untuk menganalisis pengaruh program flash sale dan gratis ongkir terhadap keputusan pembelian pada platform Shopee bagi Gen Z di wilayah Cengkareng. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 47 orang yang merupakan Generasi Z di wilayah Cengkareng dan pernah berbelanja di Shopee. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert, kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan bantuan program IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa program flash sale dan gratis ongkir secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel gratis ongkir memiliki pengaruh yang lebih dominan dibandingkan program flash sale. Temuan ini menunjukkan bahwa strategi promosi yang memberikan manfaat ekonomi secara langsung mampu meningkatkan keputusan pembelian konsumen Generasi Z pada platform Shopee. This research is motivated by the increasingly intense competition among e-commerce platforms in Indonesia, encouraging Shopee to implement various promotional strategies, such as flash sale and free shipping, to attract consumers, especially Generation Z. The purpose of this study is to analyze the effect of flash sale and free shipping programs on purchasing decisions among Generation Z in the Cengkareng area who shop on Shopee. This study employed a quantitative method with descriptive and verificative approaches. The sampling technique used was purposive sampling, involving 47 respondents who belong to Generation Z, reside in Cengkareng, and have previously made purchases through Shopee. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination using IBM SPSS Statistics 27. The findings indicate that both flash sale and free shipping programs have a positive and significant effect, both partially and simultaneously, on purchasing decisions. Furthermore, the free shipping program has a more dominant influence than the flash sale program. These findings suggest that promotional strategies providing direct economic benefits can effectively encourage purchasing decisions among Generation Z consumers on the Shopee platform.]]>
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