PENGARUH CASH ON DELIVERY (COD) DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELEKTRONIK DI TOKOPEDIA PADA GENERASI Z

LARASATI, . (2025) PENGARUH CASH ON DELIVERY (COD) DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELEKTRONIK DI TOKOPEDIA PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dan signifikan fitur Cash on Delivery (COD) dan gratis ongkos kirim terhadap keputusan pembelian produk elektronik di Tokopedia pada Generasi Z. Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner online. Populasi dalam penelitian ini adalah pengguna Tokopedia yang termasuk dalam kategori Generasi Z, yaitu individu kelahiran tahun 1997–2012, dengan rentang usia 17–28 tahun, yang berdomisili di wilayah Jabodetabek dan pernah membeli produk elektronik menggunakan fitur COD atau gratis ongkos kirim. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling sehingga diperoleh 171 responden. Instrumen penelitian berupa kuesioner tertutup dengan skala Likert. Proses pengolahan dan analisis data dilakukan menggunakan aplikasi Statistical Package for the Social Sciences (SPSS) melalui uji regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan fitur COD terhadap keputusan pembelian. Selain itu, fitur gratis ongkos kirim juga memiliki pengaruh positif dan signifikan, bahkan menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian. Secara simultan, COD dan gratis ongkos kirim terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian produk elektronik di Tokopedia pada Generasi Z. Kata kunci: Cash on Delivery (COD), Gratis Ongkos Kirim, Keputusan Pembelian, Tokopedia, Generasi Z. ***** This study aims to examine and analyze the positive and significant influence of the Cash on Delivery (COD) feature and free shipping on purchase decisions for electronic products on Tokopedia among Generation Z consumers. This research employs a quantitative method through the distribution of an online questionnaire. The population in this study consists of Tokopedia users categorized as Generation Z, namely individuals born between 1997–2012, aged 17–28 years, residing in the Jabodetabek area, and having purchased electronic products using either the COD feature or free shipping. The sampling technique used was non-probability sampling with a purposive sampling method, resulting in a total of 171 respondents. The research instrument was a closed-ended questionnaire using a Likert scale. Data processing and analysis were carried out using the Statistical Package for the Social Sciences (SPSS) application through multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that the COD feature has a positive and significant effect on purchase decisions. In addition, the free shipping feature also has a positive and significant effect and is the most dominant variable influencing purchase decisions. Simultaneously, COD and free shipping are proven to have a positive and significant effect on purchase decisions of electronic products on Tokopedia among Generation Z. Keywords: Cash on Delivery (COD), Free Shipping, Purchase Decision, Tokopedia, Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D.; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Larasati .
Date Deposited:	13 Jan 2026 02:31
Last Modified:	13 Jan 2026 02:31
URI:	http://repository.unj.ac.id/id/eprint/62989

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