Unveiling the Gen Z Consumer Retention on the Shopee Platform: A Neuromarketing Perspective

Digital commerce, commonly known as e-commerce, facilitates sellers to market their products. Shopee, as one of Indonesia's e-commerce retail platforms, offers solutions to assist businesses through paid promotion. It categorizes sellers into organic and paid sellers, which enhances seller performance by making their products more discoverable to potential buyers. However, this situation can also have adverse effects. The increasing number of product choices and displays can become distractions for potential buyers. Such distractions result in low retention of customers and the advantages offered by the platform may be questioned. The purpose of this study is to understand the retention of potential buyers while viewing products on the Shopee e-commerce platform. The study adopts a quantitative experimental approach, utilizing the pupil projection technique, which is part of the neuroscience field, using an eye tracker device. The study involves 15 subjects from the Generation Z category, who have the ability to make purchase decisions and have made at least one product purchase on Shopee. The results demonstrate a statistically significant difference in retention between visitors to product pages of organic sellers and paid sellers. Hopefully, the results of this research will shed light on the subject of customer retention and have implications for sellers on e-commerce platforms to tailor their business strategies in line with the current consumer behavior.