PENGARUH DIGITAL MARKETING, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z SHOPEE
DOI:
https://doi.org/10.29407/devnr720Keywords:
Digital Marketing, Price Perception, Promotion, Purchasing Decision, Generation Z, ShopeeAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, persepsi harga, dan promosi terhadap keputusan pembelian Generasi Z dalam membeli produk Wardah pada platform e-commerce Shopee. Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory research, melalui survei menggunakan kuesioner berskala Likert yang disebarkan kepada konsumen Generasi Z yang pernah membeli produk Wardah di Shopee. Data dianalisis menggunakan regresi linier berganda untuk mengetahui pengaruh masing-masing variabel secara parsial maupun simultan terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa digital marketing, persepsi harga, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Kebaruan penelitian ini terletak pada penggabungan ketiga variabel tersebut dalam konteks produk kosmetik halal serta fokus pada konsumen Generasi Z yang menggunakan platform Shopee.
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