Pengaruh Komunikasi “Seller Online” Terhadap Keputusan Pembelian Konsumen Shopee Pada Generasi “Z”

Abstract

The development of e-commerce platforms has driven changes in how consumers make purchasing decisions, particularly among Generation Z, who are accustomed to interacting through digital media. In the context of Shopee, communication by sellers is one of the factors that plays a role in shaping consumer trust and confidence before making a transaction. This study was conducted to examine the extent to which online communication by sellers influences the purchasing decisions of Generation Z consumers on the Shopee platform. A quantitative research approach was applied using a survey method, involving 102 respondents selected using purposive sampling. Data processing was carried out through instrument testing, classical assumption testing, and simple linear regression analysis. The results of the analysis show that seller communication has a positive and significant effect on purchasing decisions, as indicated by a significance value of 0.000 and a coefficient of determination of 0.204. These findings show that the effectiveness of communication plays a role in encouraging consumers to make purchases, even though these decisions are also influenced by other variables outside the scope of this study.