Pengaruh Promo Gratis Ongkir Terhadap Keputusan Pembelian Barang Secara Online Di Aplikasi Tiktok (Studi Kasus Gen-Z Kecamatan Bengkalis)

This study aims to analyze how the free shipping promo influences online purchasing decisions on the TikTok Shop application for Gen-Z in Bengkalis District. The type of research used is associative research. The population in this study was Gen-Z in Bengkalis District who had made online purchases through the TikTok Shop application due to the influence of the free shipping promo. The sampling technique used the Nonprobability Sampling method with the Purposive Sampling approach, with a total of 100 respondents. Data collection was carried out through a questionnaire and analyzed using a data instrument test, a classical assumption test (normality, linearity and heteroscedasticity), a simple correlation test, and a simple linear regression test, as well as a hypothesis test (t-test). The results of this study indicate that online purchasing decisions are at an average mean score of 4.30 and are included in the very high category. Meanwhile, the free shipping promo obtained an average mean score of 4.23 and was classified in the high category. The results of the statistical test calculations show that free shipping promos have a positive and significant effect on purchasing decisions, with a calculated t value of 12.885> t table 1.984 and a significance of 0.000 <α = 0.05. Thus, the alternative hypothesis (Ha) is accepted and the null hypothesis (H₀) is rejected. It can be concluded that free shipping promos have a significant effect on online purchasing decisions by Gen-Z in Bengkalis District.