Citation:

Jekelyn Klemensia Hutajulu, Rodhiah. "The Influence of Price Discounts and Experiential Marketing on Purchase Decisions Among Gen Z: Using E-Wom as A Mediator" International Research Journal of Economics and Management Studies, Vol. 4, No. 2, pp. 211-215, 2025.

Abstract:

Online food delivery has become an increasingly popular choice, utilizing internet platforms to facilitate the ordering, payment, and delivery of food. An example of an e-commerce site that provides the service is ShopeeFood. This research will investigate the effect of price discounts and experiential marketing on purchasing decisions. It will identify the role of women as a mediator between experiential marketing and purchasing decisions. The population used in this research are 100 Generation Z members who use the ShopeeFood service in Jakarta. The sample was chosen employing non-probability sampling with a purposive sampling method. The data were gathered employing an online questionnaire through Google Forms. Structural Equation Modeling (SEM) was employed for the data analysis. Data processing was done using SmartPLS 4.0 software. The findings of this study are that price discounts positively but insignificantly impact purchasing decisions, and e-commerce and experiential marketing have a positive and significant impact on purchasing decisions. Experiential marketing can be mediated positively and significantly by e-wom in purchasing decisions.

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Keywords:

Price Discounts, Experiential Marketing, E-WOM, and Purchase Decisions.