Purchasing Decisions Of Gen Z ShopeeFood Users In Karawang: Discount Vouchers And Flash Sales As Triggers

This research aims to analyze the influece of discount vouchers and flash sales on the purchasing decisions of Gen Z ShopeeFood users in Karawang Regency. This quantitative research collected data via an online questionnaire involving 130 respondents and was analyzed using SPSS version 25 through multiple linear regression analysis. The results showed that discount vouchers, flash sales, and purchasing decisions are in the good category. Partially, discount vouchers have a positive and significant influence on purchasing decisions, while flash sales also have a positive and significant influence and are more dominant than discount vouchers. Simultaneously, discount vouchers and flash sales have a significant influence on the purchasing decisions of Gen Z ShopeeFood users in Karawang Regency. These findings conclude that a combination of price-based and time-urgency promotions is effective in driving Gen Z's purchasing decisions. These findings are expected to assist in developing empirical evidence for digital consumer behavior research and serve as a practical reference for online food delivery service businesses in formulating adaptive promotional strategies, especially in semi-urban areas with rapid digital growth.

Keywords: Discount Vouchers, Flash Sales, Purchasing Decisions, Gen Z, ShopeeFood