Pengaruh Iklan Online Dan Tagline Gratis Ongkos Kirim Terhadap Keputusan Pembelian E-Commerce Shopee Pada Generasi Z Di Surabaya Utara

Abstract

This research was conducted to find out how the influence of online advertising on Shopee's E-Commerce Purchase Decisions in Generation Z in North Surabaya and how the Free Shipping Tagline Affects Shopee's E-Commerce Purchase Decisions in Generation Z in North Surabaya. This study uses quantitative methods, data collection tools using a questionnaire conducted via google form. The population used in this study are Shopee consumers in North Surabaya. Sampling was done through purposive sampling technique and set 100 respondents as samples. The data analysis technique used is multiple linear regression analysis and hypothesis testing. The results obtained from this study indicate that online advertising has a positive influence on Shopee E-Commerce Purchase Decisions in Generation Z in North Surabaya and the Free Shipping Tagline has a positive influence on Shopee E-Commerce Purchase Decisions in Generation Z in North Surabaya.