Resumen de Online Purchase Decision of Gen Z Students at Shopee Marketplace

Laila Said, Walid Maya Rodin, Gusti Rina Fariany

• Purpose: This study's objective is to analyze the purchase decisions of Generation Z (Gen Z) university students on the Shopee marketplace.  The detailed analysis was: The influences of online customer ratings, celebrity endorsers, and free shipping promotion on the purchase decision.

    Theoretical framework: Gen Z is the generation that uses technology the most, especially for social contact.  Therefore, Gen Z is used to online shopping. However, Gen Z is still forming and is not fully identified.

    Design/methodology/approach:  This study's participants were university students who had purchased on the Shopee marketplace.  By purposive sampling method, the total sample gathered was 160 respondents.   Multiple linear regression analysis was utilized to evaluate the data.

    Findings: The findings indicated that online customer ratings did not affect purchasing decisions of Gen Z customers in the marketplace.  Other variables, celebrity endorsers and free shipping promotions, affected purchase decisions.

    Research, Practical & Social implications:  Gen Z students are price sensitive.   Gen Z students will likely be attracted to marketplaces that offer promotional offers and discounts on their products and services.  Gen Z students are heavily influenced by social media, the recommendations of their peers, and brand ambassadors. Therefore, a marketplace with a solid social media presence and a positive reputation among Gen Z students will likely attract and retain their business more successfully.

    Originality/value: Gen Z considers celebrity opinions more matter than ordinary customer reviews.