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All Journal Rashid
Maula Safitri
Universitas Sunan Drajat Lamongan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Role of Digital Marketing Strategy in Influencing Generation Z Purchasing Decisions on E-Commerce Platforms Miftachul Ulum; Abdul Mun’im; Maula Safitri
Rashid : Journal of Economic Vol. 2 No. 1 (2026): Rashid : Journal of Economic
Publisher : Jaanur Elbarik Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65065/ctj3m887

Abstract

The development of digital technology has transformed consumer behavior, particularly in seeking information and making purchasing decisions on e-commerce platforms. This study aims to analyze the role of digital marketing strategies in influencing Generation Z’s purchasing decisions through a literature review approach. The findings show that content marketing, affiliate marketing, influencer marketing, electronic word of mouth (e-WOM), online customer reviews, and promotional activities contribute to purchasing decisions. In addition, product quality, consumer satisfaction, brand awareness, and pricing strengthen consumers’ purchasing intentions. Consumer trust is identified as a key factor linking digital marketing strategies to purchasing decisions. Therefore, effective and consumer-oriented digital marketing strategies play an important role in encouraging Generation Z’s purchasing decisions on e-commerce platforms..
Co-Authors Abdul Mun’im Miftachul Ulum