Journal of International Conference Proceedings
Vol 6, No 3 (2023): 2023 ICPM Penang Proceeding

The Effect of Social Media on Gen Z, Impulse Buying and Lifestyle in Purchase Decisions

Yasin, Hanifa (Unknown)
Julita, Julita (Unknown)
Hidayat, Rahmat (Unknown)

Article Info

Publish Date
03 Oct 2023

Abstract

Social media provides wide and easy access to various brands, products, and user reviews. Generation Z can easily search for information about the products they are interested in, read reviews, and see recommendations from other users. This enables them to make more informed purchase decisions, but it can also lead to hasty decision-making. The purpose of this study is to examine the effects of social media on Gen Z, impulse buying, and lifestyle on fashion product purchase decisions in Medan City. This research adopts a quantitative approach. The population consists of Generation Z individuals in Medan City, with a purposive sample of 100 respondents. The research findings indicate that social media, impulse buying, and lifestyle have both partial and simultaneous effects on purchase decisions.

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Journal Info
Journal of International Conference Proceedings
Website

Abbrev

JICP

Publisher

AIBPM Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

Description

JICP is proceedings series that aims to publish proceedings from conferences, in the fields of economics, business, and management research. All proceedings in this website are open access, which means the published articles are permanently free to read, download, copy, and distribute. The online ...