This study investigates the key determinants influencing Generation Z's purchase intention on Shopee, focusing on three main variables: digital marketing, pricing, and online reviews. The research was conducted among students from the Faculty of Economics and Business at Universitas Negeri Semarang (UNNES) using a quantitative approach. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The findings reveal that both digital marketing and online reviews have a significant and positive impact on purchase intention. In contrast, pricing shows a significant but negative effect, indicating that Generation Z is highly price-sensitive and more influenced by perceived value and peer reviews. The model explains 68.0% of the variance in purchase intention (R² = 0.680), suggesting a strong relationship between the examined variables and consumer behavior. These results highlight the importance of authentic digital engagement and customer feedback in driving online purchases among young consumers. E-commerce platforms are advised to prioritize trust-building strategies and maintain price competitiveness to target the Gen Z segment effectively.

Developing a digital payment system through QRIS (Quick Response Code Indonesian Standard) is a strategic initiative to encourage financial inclusion and transaction efficiency, especially among the younger generation. However, the sustainable adoption of QRIS still faces challenges, especially related to the effectiveness of economic incentives in influencing user behavior. This study aims to analyze the influence of cashback and discounts on the sustainable use of QRIS among Semarang State University (UNNES) students and examine the role of digital financial literacy as a moderation variable. This research employed a quantitative method using a survey approach involving 92 respondents who were active users of QRIS. Data were analyzed using linear regression and moderation interaction tests. The results showed that cashback had a positive and significant effect on the use of QRIS, while discounts did not show a significant impact. Digital financial literacy has a substantial direct effect on the use of QRIS, but it does not moderate the relationship between incentives (cashback and discounts) and the use of QRIS. These findings emphasize the importance of direct financial incentives such as cashback and digital financial literacy as independent factors in encouraging sustainable digital transaction habits. This research makes an empirical contribution to supporting the achievement of the Sustainable Development Goals (SDGs), especially in terms of financial inclusion and responsible consumption