From Intent to Purchase: The Effect of Flash Sales, Free Shipping, and Promotions on Gen Z's Shopping Habits on Shopee

This study investigates the impact of promotions, flash sales, and free shipping on purchasing decisions, with purchase intention as an intervening variable among Generation Z Shopee users in Jember City. Despite extensive research on online consumer behavior, limited studies explore these factors in the context of Generation Z in Indonesia. Using a quantitative approach, data were collected through observations and questionnaires from 190 respondents. Descriptive analysis and hypothesis testing using SEM-PLS were employed. Findings reveal that promotions and purchase intention significantly influence purchasing decisions, while flash sales and free shipping show mixed results, with significance values of 0.180 and 0.056, respectively. These results highlight the need for e-commerce platforms to optimize promotional strategies to enhance consumer engagement and purchasing behavior.