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All Journal Syntax Literate: Jurnal Ilmiah Indonesia
Sari , Yesyca Permata
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Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Komunitas Online Terhadap Keputusan Pembelian Generasi Z Saraswati, Alita; Putri, Adira Amanda; Sari , Yesyca Permata
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i10.62273

Abstract

This study aims to analyze the influence of online communities on Generation Z’s purchasing decisions. Online communities serve as platforms for interaction that not only facilitate information sharing but also shape opinions, preferences, and consumer behavior. As digital natives, Generation Z is highly connected to social media and online platforms, making their purchasing decisions often influenced by recommendations, reviews, and trends within these communities. This research employed a quantitative approach by distributing questionnaires to Generation Z respondents actively engaged in online communities. The findings indicate that online communities significantly influence the process of information search, evaluation of alternatives, and purchasing decisions. These results suggest that online communities play a strategic role in shaping Generation Z’s consumer behavior, highlighting the need for companies to optimize their presence in digital spaces.
Co-Authors Putri, Adira Amanda Saraswati, Alita