PENGARUH DIGITAL MARKETING, PRESEPSI HARGA, DAN PROMOSITERHADAP KEPUTUSAN PEMBELIAN GENERASI Z SHOPEE
DOI:
https://doi.org/10.29407/devnr720Keywords:
Digital Marketing, Price Perception, Promotion, Purchasing Decision, Generation Z, ShopeeAbstract
This study looks into how digital marketing, how customers see prices, and promotional activities affect the buying choices of Generation Z when they purchase Wardah products on the Shopee online shopping platform. The study uses a quantitative explanatory method, including a survey with a Likert-scale questionnaire, given to Generation Z customers who have bought Wardah products on Shopee. The data were looked at using multiple linear regression to check how much each factor affects buying choices on its own and together with other factors. The results show that digital marketing, how people see prices, and how promotions are presented all have a good and important influence on the choices people make when buying things, either on their own or together. The unique part of this study is combining the three variables within the context of halal cosmetic products and concentrating on Generation Z customers who use Shopee.
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