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All Journal ATRABIS: Jurnal Administrasi Bisnis (e-Journal)
Rosliana Marsya Anggraeni
Politeknik LP3I
Decision Sciences, Operations Research & Management

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E-commerce Love Story: Bagaimana Skintific Menaklukkan Hati Gen Z dan Mengubah Keputusan Pembelian Lina Parlina; Budi Harto; Dewi Reniawaty; Rosliana Marsya Anggraeni
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol 10 No 2 (2024): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Desember 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v10i2.2147

Abstract

One of the most effective marketing tools in the digital age is E-Commerce, especially when it comes to influencing Generation Z's inclination towards technology and social media. Skintific, merek produk kulit, and use digital marketing strategies like influencer marketing and social media to draw attention to this group. This study, which included 100 respondents, used a quantitative approach using a questionnaire to assess the impact of e-commerce strategy on customer satisfaction. The results show that e-commerce has a significant positive impact on consumer behavior with a regression coefficient of 0.605 and a contribution of 36.7%. Compared to traditional advertising, Gen Z is more responsive to relevant content, with Instagram and TikTok serving as the primary media. This highlights the importance of innovative digital marketing strategies in building strong relationships with Generation Z consumers and increasing sales in the worldwide market.
Co-Authors Budi Harto Dewi Reniawaty Lina Parlina