THE IMPACT OF DIGITAL ADVERTISING ON GENERATION Z CONSUMPTION BEHAVIOR

Donald Frensius Pasaribu (Universitas Tjut Nyak Dhien)
Dimas Ariyoga Irawan (Universitas Tjut Nyak Dhien)
Rico Hafis Hansyah (Universitas Tjut Nyak Dhien)
Inda Khalili (Universitas Tjut Nyak Dhien)
Christian Slamat Silalahi (Universitas Tjut Nyak Dhien)
Dewi Permata Waruwu (Universitas Tjut Nyak Dhien)

Algebra : Jurnal Pendidikan Sosial dan Sains
Vol. 5 No. 4 (2025): Algebra : Jurnal Pendidikan Sosial dan Sains

This study aims to analyze the impact of digital advertising on the consumption behavior of Generation Z in the era of social media. Generation Z is known as the most adaptive group to technological developments, with consumption patterns strongly influenced by digital media such as Instagram, TikTok, and YouTube. The research uses a qualitative approach with a literature review method by examining previous studies on digital advertising effectiveness, influencer roles, and Gen Z’s consumption patterns. The findings show that digital advertising significantly affects Generation Z’s consumption behavior psychologically, socially, and emotionally. Visually appealing content, influencer marketing strategies, and instant shopping features such as TikTok Shop encourage impulsive and emotional buying. However, the influence of digital advertising not only increases sales but also shapes self-image and social identity in digital spaces. The study highlights the importance of ethical, creative, and youth-aligned digital communication strategies to build sustainable brand relationships.