The Influence of Social Media on Gen Z Consumer Behavior in E-Commerce

Authors

  • Javiardi Dima Universitas Citra Bangsa Kupang
  • Maria Magdalena Beatrice Sogen Universitas Citra Bangsa
  • Clerinzia Gladista Tallo Universitas Citra Bangsa
  • Riandri Ndun Universitas Citra Bangsa
  • Rizaldy Evander Taneo Universitas Citra Bangsa

DOI:

https://doi.org/10.58258/jupe.v10i2.8796

Keywords:

Gen Z, consumer behavior, social media, e-commerce, short video content

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.  

References

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Published

2025-06-18

Issue

Vol 10, No 2 (2025): JUPE : Jurnal Pendidikan Mandala (Juni)

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Articles

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How to Cite

The Influence of Social Media on Gen Z Consumer Behavior in E-Commerce. (2025). JUPE : Jurnal Pendidikan Mandala, 10(2), 603-604. https://doi.org/10.58258/jupe.v10i2.8796