Title:
The Effect of Promotions, Customer Reviews, and Consumer Trust on Online Purchasing Decisions on Shopee Among Generation Z

Authors:
Mia Rahma Dina, Ririn Wulandari*, Indonesia

Abstract:

Generation Z refers to individuals born between 1997 and the early 2000s, often referred to as the i-Gen due to their upbringing in a digital era closely intertwined with technological advancements. Their behavior differs significantly from previous generations, particularly in terms of online shopping preferences. As public interest in online shopping continues to grow, various platforms such as online stores, social media, e-commerce websites, and marketplaces have rapidly developed, one of the most prominent being Shopee. This study aims to examine the influence of promotions, customer reviews, and consumer trust on online purchasing decisions on Shopee among Generation Z. The research involved 120 Gen Z respondents residing in West Jakarta, selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of the Partial Least Squares (PLS) program. The findings reveal that all three variables, promotions, customer reviews, and consumer trust have a positive and significant influence on purchasing decisions. Attractive and informative promotional content increases consumer purchase interest. Positive customer reviews and high product ratings also enhance trust and encourage consumer engagement. Furthermore, trust in the platform, especially regarding transaction security and seller reliability is a key factor in convincing consumers to complete purchases via Shopee.

DOI: https://doi.org/10.51505/IJEBMR.2025.91001