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All Journal JUPE : Jurnal Pendidikan Mandala
Taneo, Rizaldy Evander
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The Influence of Social Media on Gen Z Consumer Behavior in E-Commerce Dima, Javiardi; Sogen, Maria Magdalena Beatrice; Tallo, Clerinzia Gladista; Ndun, Riandri; Taneo, Rizaldy Evander
JUPE : Jurnal Pendidikan Mandala Vol 10, No 2 (2025): JUPE : Jurnal Pendidikan Mandala (Juni)
Publisher : Lembaga Penelitian dan Pendidikan Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jupe.v10i2.8796

Abstract

This study investigates the influence of social media content on Gen Z students' purchasing decisions in e-commerce. The problem is how significantly social media—through promotional content, influencers, and short videos—affects the behavior of Gen Z consumers. Using a descriptive quantitative method, data were collected from 30 students at Universitas Citra Bangsa using a closed-ended questionnaire. The results indicate that 86.6% of students use social media frequently, 70% often see promotional content, and 50% are influenced by short-form videos and testimonials. The findings confirm that decision-making is shaped by engaging and trustworthy content, such as influencer recommendations and viral trends. Thus, social media plays a central role in shaping purchasing behavior among Gen Z students.  
Co-Authors Dima, Javiardi Ndun, Riandri Sogen, Maria Magdalena Beatrice Tallo, Clerinzia Gladista