Abstract:
This study aimed to analyze the shopping behavior of Generation Z (Gen Z) students in one of the marketplaces, Shopee. Gen Z is still forming and is not fully identified. The analysis in detail was: (1) The influence of online customer ratings on purchase decisions; (2) The influence of celebrity endorsers on purchase decisions; (3) The influence of free shipping promotion on the purchase decision. The population in this study were students of the Faculty of Economics and Business Lambung Mangkurat University who had made purchases on the Shopee marketplace. By purposive sampling method, the total sample gathered was 160 respondents. Data analysis techniques were multiple linear regression analysis. The results showed that online customer ratings did not affect purchasing decisions of Gen Z customers in the marketplace. Celebrity endorsers influenced purchasing decisions, as well as free shipping promotions. These findings imply that gen Z students are price sensitive. Gen Z considers celebrity opinions more matter than ordinary customer reviews.
