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All Journal Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI Jurnal Ilmiah Wahana Pendidikan JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Innovative: Journal Of Social Science Research An Nuqud: Journal of Islamic Economics Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
siregar, salim
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : An Nuqud: Journal of Islamic Economics

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PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN: STUDI PADA GENERASI Z Larasati, Dian Ayu; Siregar, Salim
An Nuqud Journal of Islamic Economics Vol 4 No 1 (2025): AN NUQUD
Publisher : LEMBAGA PENELITIAN DAN PENGABDIAN PADA MASYARAKAT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/annuqud.v4i1.1932

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.
Co-Authors Aprilia, Sopia Fardani, Efrian Gemilang Rachman, Putra Haryanto, Vianny Nabiilah Hawignyo, Hawignyo Kadis, Tasya Salsabila Karina Karina Larasati, Dian Ayu Nabawi, Muflih Permata Sukma, Indah Ramgendi Rizka Maulida Rizky Andriyanto, Muhammad Safitri, Wulan Sari Silawati, Rindy Zaelani, Ahmad