PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN: STUDI PADA GENERASI Z
Main Article Content
Abstract
Social media has become an essential part of daily life, especially for Generation Z, who grew up alongside the advancement of digital technology. Platforms such as Instagram, TikTok, and YouTube not only serve as tools for communication and entertainment but also play a crucial role in influencing consumer purchasing decisions. Decisions that were once based on needs and logical considerations are now largely influenced by visual content, user reviews, and promotions carried out by influencers. This study aims to analyze the impact of social media on consumer purchasing decisions with a focus on Generation Z. The method used is a literature review of various scientific journals and relevant credible sources. The findings indicate that social media significantly affects every stage of the purchasing decision-making process, from information search and evaluation of alternatives to the act of purchasing. The study also reveals an increase in impulsive buying behavior triggered by product visualization and recommendations from digital figures. This article recommends enhancing digital and financial literacy among Generation Z to enable them to make wiser purchasing decisions based on thorough consideration.
Article Details
References
Creswell, J. W. 2016, Research design: Pendekatan Metode Kualitatif, Kuantitatif, Dan Campuran. Yogyakarta: Pustaka Pelajar.
Cialdini, R. B. (2009). Influence: Science and Practice (5th ed.). Pearson Education.
Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust and purchase intention. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.20 18.1533501
Lestari, D., & Prasetyo, H. (2024). Peran TikTok dalam keputusan pembelian produk kecantikan pada Generasi Z. Jurnal Digitalisasi Konsumen, 6(2), 92–105. https://doi.org/10.9876/jdk.v6i2.876
Smith, T. J. (2021). Digital natives and brand trust: Social media’s role in purchase intention. Journal of Consumer Psychology, 31(3), 456–472.
Wijaya, S., Ramadhan, R., & Putri, N. (2023). Instagram sebagai media pemasaran dan pengaruhnya terhadap keputusan pembelian produk fashion. Jurnal Komunikasi Pemasaran Digital, 5(1), 33–48. https://doi.org/10.8765/jkpd.v5i1.456