The Influence of Price Discount Attractiveness, Free Shipping Visibility, and Flash Sale Intensity on Purchase Decisions: The Mediating Role of Perceived Value among Gen Z Shopee Consumers.

Abstract

This study aims to determine the effect of price discount attractiveness, free shipping visibility, and flash sale intensity on purchase decision with perceived value as a mediating variable among Generation Z Shopee users in the Greater Jakarta area. This research used a quantitative method by distributing questionnaires to 200 respondents selected through purposive sampling. The collected data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the help of SmartPLS 3. The results showed that price discount attractiveness had a positive and significant effect on purchase decision and perceived value. Meanwhile, free shipping visibility and flash sale intensity did not have a significant direct effect on purchase decision, but both had a positive and significant effect on perceived value. The results also indicated that perceived value had a positive and significant effect on purchase decision. In addition, perceived value was able to mediate the effect of free shipping visibility and flash sale intensity on purchase decision. The coefficient of determination showed that the model explained 37.5% of the variance in purchase decision and 38.6% of the variance in perceived value. Based on these findings, it can be concluded that consumers' perceived value plays an important role in encouraging purchase decisions on the Shopee platform. Therefore, promotional strategies that not only attract consumers but also increase the value perceived by consumers can help improve purchase decisions.