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All Journal Jurnal Scientia Economic Reviews Journal MES Management Journal Jurnal Multidisiplin Sahombu Da'watuna: Journal of Communication and Islamic Broadcasting J-CEKI
Prima Mulyasari Agustini
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences

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Journal : Economic Reviews Journal

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Kebiasaan Gen Z dalam Membentuk Kebiasaan Konsumsi Coklat Dubai Ditinjau pada Peran Media Sosial Natasya Sarah Mountina; Prima Mulyasari Agustini
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.780

Abstract

The development of social media has changed the way Generation Z shapes their preferences and consumption decisions. This research aims to understand how social media exposure, particularly through content from influencers and peer communities, influences perceptions and purchasing decisions towards Dubai chocolate products. Using a descriptive qualitative approach and phenomenological methods, data was collected from interviews with ten informants and one triangulator. The results were analyzed using Social Judgment Theory and Social Construction of Reality. The findings show that exposure to digital content is able to shift an individual's initial attitude from indifference to acceptance, as well as forming a collective meaning towards the product as a symbol of lifestyle, social status and digital identity. Dubai chocolate consumption is not only functional, but also symbolic, reflecting a shift in consumption paradigm among Gen Z. This research recommends the importance of marketing strategies based on social narratives and critical awareness in facing digital trends.
Tiktok sebagai Mesin Viralitas: Studi Tren Boost Juice di Kalangan Gen Z Jabodetabek Indri Anggraini; Prima Mulyasari Agustini
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.782

Abstract

The phenomenon of virality on social media has reshaped consumer behavior, particularly among Generation Z. This study examines how TikTok, as a short-video platform, influences the perception and purchase interest of Gen Z toward Boost Juice products in the Greater Jakarta area. Using a qualitative case study approach, data were collected through open-ended questionnaires, netnographic observation of TikTok content, and interviews with brand representatives. The findings reveal that organically viral content, combined with the power of digital communities and the Fear of Missing Out (FOMO), drives curiosity and impulsive purchase decisions. Visually engaging content, emotional testimonials from local creators, and community involvement in the “jus ayaya” narrative are key triggers in forming purchase interest. These results affirm TikTok’s role not only as an entertainment platform but also as a strategic medium in shaping digital consumption patterns and generating impactful marketing momentum. The study recommends brands to adopt adaptive strategies and leverage authentic content to navigate the dynamics of digital virality.
Co-Authors Imam Turmudi Indri Anggraini Krisnadi Natasya Sarah Mountina Siti Suhanah Wati Teuku Fadhil Magistra