Year: 2025
Type: article
Study design: Observational Study
Abstract: Purchasing decisions are part of shopping behavior, especially among Generation Z. This research aims to comprehensively analyze and understand the influence of influencers on shopping decisions among Generation Z. Through this analysis, we can formulate recommendations for brands in optimizing influencer strategies targeted at Generation Z. In addition, this study aims to identify research and opportunities for developing further studies in influencer marketing and Generation Z consumer behavior. The development of this research uses a quantitative approach using SmartPLS. Analysis shows the role of social media platforms has a positive and significant effect on the role of content creators. The role of Content Creator has a positive and significant influence on Gen-Z shopping decisions. The role of Social Media Platforms has a positive and significant influence on Gen-Z shopping decisions. The indirect effect shows that content creators' role as mediators can significantly influence the relationship between social media platforms and Gen-Z shopping decisions.
Institution: Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409798162