Kemajuan teknologi mendorong tren belanja online, termasuk penggunaan fitur Shopee Paylater, voucher gratis ongkir, dan online Customer Review yang memengaruhi keputusan pembelian, khususnya pada Generasi Z. Penelitian ini bertujuan untuk mengetahui pengaruh ketiga variabel tersebut terhadap keputusan pembelian konsumen Shopee di Kabupaten Kuningan. Penelitian ini menggunakan pendekatan kuantitatif. Sampel yang digunakan sebanyak 200 responden Generasi Z dengan metode purposive sampling. Teknik pengumpulan data melalui angket dan dianalisis menggunakan regresi linier berganda dengan bantuan Software SPSS. Hasil penelitian menunjukkan bahwa Shopee Paylater, voucher gratis ongkir, dan online Customer Review secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial, ketiga variabel tersebut juga menunjukkan pengaruh signifikan terhadap keputusan pembelian. Kesimpulan dari penelitian ini adalah bahwa kemudahan sistem pembayaran, penawaran promosi gratis ongkir, serta ulasan pelanggan memiliki peranan penting dalam membentuk keputusan pembelian Generasi Z di platform Shopee. Temuan ini menjadi masukan bagi perusahaan untuk mengoptimalkan fitur-fitur tersebut dalam strategi pemasaran digital mereka.

The advancement of technology had driven the trend of online shopping, including the use of Shopee Paylater, free shipping vouchers, and online customer reviews—features that influenced purchasing decisions, especially among Generation Z. This study aimed to determine the influence of these three variables on the purchase decisions of Shopee consumers in Kuningan Regency. The research employed a quantitative approach. The sample consisted of 200 Generation Z respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with the help of SPSS software. The results indicated that Shopee Paylater, free shipping vouchers, and online customer reviews simultaneously had a positive and significant effect on purchase decisions. Partially, each variable also showed a significant influence. The conclusion of this study was that flexible payment systems, promotional free shipping offers, and customer reviews played an important role in shaping the purchasing decisions of Generation Z on the Shopee platform. These findings provided valuable insights for companies to optimize these features in their digital marketing strategies.