Pengaruh Promosi Cashback dan Kualitas Layanan Digital terhadap Minat Beli Generasi Z Pengguna Shopeepay di Kota Malang

Steven Yuan Saputra; Santi Widyaningrum; Stefanus Yufra Menahen Taneo; Melany Melany

doi:10.58192/populer.v5i2.4827

Authors

Steven Yuan Saputra Universitas Ma Chung Malang
Santi Widyaningrum Universitas Ma Chung Malang
Stefanus Yufra Menahen Taneo Universitas Ma Chung Malang
Melany Melany Universitas Ma Chung Malang

DOI:

https://doi.org/10.58192/populer.v5i2.4827

Keywords:

Cashback Promotion, Digital Service Quality, Digital Wallet, Purchase Intention, ShopeePay Generation Z

Abstract

This study aims to analyze the influence of cashback promotion and digital service quality on the purchase intention of Generation Z ShopeePay users in Malang City. The study is driven by the increasing use of digital wallets along with the rapid growth of financial technology in Indonesia, where ShopeePay has become one of the most widely used digital payment services due to its convenience and attractive promotional programs. This research employs a quantitative approach using a survey method involving 100 Generation Z ShopeePay users in Malang City selected through purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) using SPSS software. The results show that cashback promotion has a positive and significant effect on purchase intention with a significance value of 0.001. In contrast, digital service quality has a positive but insignificant effect on purchase intention with a significance value of 0.137. Simultaneously, cashback promotion and digital service quality significantly influence purchase intention. The coefficient of determination of 18.9% indicates that these independent variables explain part of the variation in purchase intention among ShopeePay users in Malang City.

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