THE INFLUENCE PRICE PROMOTION, FREE SHIPPING DISCOUNT AND CUSTOMER REVIEW TOWARD BUYING DECISION (CASE STUDY BUYING FASHION PRODUCT IN E-COMMERCE TO GEN Z IN MADIUN CITY )

Nadiya Intan Mayang Wangi, Heny Sidanti

Abstract


This study aims to analyze the influence of price promotions, free shipping discounts, and customer reviews on purchasing decisions for fashion products on e-commerce platforms among Generation Z in Madiun City and Regency. The research method used a quantitative approach with a survey technique involving 384 respondents. Data analysis used multiple linear regression with the help of SPSS 25. The results showed that price promotions and free shipping discounts had a positive and significant effect on purchasing decisions, while customer reviews had a positive but insignificant effect. These findings emphasize the importance of price promotion strategies and shipping discounts in attracting Gen Z consumers, while customer reviews played a more supporting role. The results of this study indicate that (1) price promotions had a positive and significant effect on purchasing decisions. (2) Free shipping discounts had a positive and significant effect on purchasing decisions. (3) Customer reviews had a positive but insignificant effect on purchasing decisions.


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