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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Figo Alimbel
Digital Business Study Program, Department of Business and Communication, Caltex Riau Polytechnic
Economics, Econometrics & Finance

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THE IMPACT OF DIGITAL-BASED MARKETING STRATEGIES ON GEN Z'S SHOPPING INTEREST Figo Alimbel; Syintia Mega Putri
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.20002

Abstract

The expected contribution of this study is to address the limitations in confirming the influence of shopping interest antecedents, particularly for Generation Z. Thus, this study aims to examine the influence of social media, e-commerce and influencers on the shopping interests of Generation Z. For this reason, this study uses a quantitative design involving 100 samples selected with a purposive sampling technique, where data is collected through a questionnaire with a Google Form and distributed to Gen Z users. The respondents' responses were analysed by descriptive analysis and statistical analysis using the SEM method on WarpPLS. The results of the analysis show that social media has a positive effect on shopping interest, e-commerce has a positive effect on shopping interest, and influencers have a positive effect on Gen Z shopping interest. Keywords: Gen Z, Shopping Interests, Social Media, E-commerce, Influencers
Co-Authors Syintia Mega Putri