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The Influence of Social Media on Gen Z Consumer Behavior in E-Commerce

Year: 2025

Type: article

Abstract: This study investigates the influence of social media content on Gen Z students' purchasing decisions in e-commerce. The problem is how significantly social media—through promotional content, influencers, and short videos—affects the behavior of Gen Z consumers. Using a descriptive quantitative method, data were collected from 30 students at Universitas Citra Bangsa using a closed-ended questionnaire. The results indicate that 86.6% of students use social media frequently, 70% often see promotional content, and 50% are influenced by short-form videos and testimonials. The findings confirm that decision-making is shaped by engaging and trustworthy content, such as influencer recommendations and viral trends. Thus, social media plays a central role in shaping purchasing behavior among Gen Z students.

Source: JUPE Jurnal Pendidikan Mandala

DOI: 10.58258/jupe.v10i2.8796

Authors: Javiardi Dima, Maria Magdalena Beatrice Sogen, Clerinzia Gladista Tallo, Riandri Ndun, Rizaldy Evander Taneo

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W4412904330

FWCI:

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