Pengaruh Kemudahan Penggunaan dan Promosi Cashback terhadap Keputusan Pengguna ShopeePay Generasi Z

The Influence of Ease of Use and Cashback Promotion on ShopeePay Generation Z User Decisions

Abstract

The development of financial technology has encouraged the use of digital wallets as a practical and efficient means of conducting transactions. ShopeePay is one of the digital wallet services used by Generation Z, offering ease of use and various Cashback promotion programs. This study aims to analyze the effect of ease of use and Cashback promotions on ShopeePay user decisions among Generation Z in Kalideres District, West Jakarta. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 40 ShopeePay users and analyzed using multiple linear regression with the assistance of IBM SPSS. The results show that ease of use does not have a significant effect on ShopeePay user decisions. In contrast, Cashback promotions have a positive and significant effect on user decisions. Simultaneously, ease of use and Cashback promotions have a significant effect on user decisions. The findings indicate that Cashback promotions are a more dominant factor in encouraging Generation Z's decision to use ShopeePay. This result suggests that the economic benefits offered through Cashback programs play a greater role in usage decisions than the ease of using the application.