THE IMPACT OF DIGITAL-BASED MARKETING STRATEGIES ON GEN Z'S SHOPPING INTEREST
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Figo Alimbel(1*)
Digital Business Study Program, Department of Business and Communication, Caltex Riau Polytechnic
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Syintia Mega Putri(2)
Digital Business Study Program, Department of Business and Communication, Caltex Riau Polytechnic
(*) Corresponding Author
Keywords:
Gen Z, Shopping Interests, Social Media, E-commerce, Influencers
Abstract
The expected contribution of this study is to address the limitations in confirming the influence of shopping interest antecedents, particularly for Generation Z. Thus, this study aims to examine the influence of social media, e-commerce and influencers on the shopping interests of Generation Z. For this reason, this study uses a quantitative design involving 100 samples selected with a purposive sampling technique, where data is collected through a questionnaire with a Google Form and distributed to Gen Z users. The respondents' responses were analysed by descriptive analysis and statistical analysis using the SEM method on WarpPLS. The results of the analysis show that social media has a positive effect on shopping interest, e-commerce has a positive effect on shopping interest, and influencers have a positive effect on Gen Z shopping interest.
Keywords: Gen Z, Shopping Interests, Social Media, E-commerce, Influencers
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References
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Angmalisang, S. I., Lapian, S. L. H. V. J., Mandey, S. L., Sam, U., Altje, R., Tumbel, L., & Tumbuan, W. J. F. A. (2024). Generation Z And The Transformation Of Online Purchasing: The Role Of E-Commerce In Consumer Preferences. International Journal of Economic Literature (INJOLE), 2(7), 2030–2038.
Astuti, A. D., Abriandi, A., & Simamora, V. (2024). Generation Z's Perspective On Interest In Buying Fashion Products Through Social Media And The Tiktok Application. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(4), 3777-3784.
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing: Strategy, Implementation and Practice, 7 th ed. London: Pearson
Dann, S., & Dann, S. (2011). E-marketing: Theory and Application. New York: Palgrave Macmillan
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Habibi, M. W., & Munawar, F. (2025). "Impact of Digital Influencer, Live Streaming Shopping, and Social Media Marketing on Purchase Intention With Customer Engagement As a Mediation Variable (Study Case at PT. ABC)." Dinasti International Journal of Education Management and Social Science, 6(3)
Hoang-Long Nguyen, & Que-Nhu Duong. (2024). Analyzing the Influencers affecting Gen Z Customer’ Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam. Journal of Advanced Research in Business and Management Studies, 35(1), 26–43. https://doi.org/10.37934/arbms.35.1.2643
Jeanete, S., & Yanto, R.A. (2023). The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia. In West Science Interdisciplinary Studies (Vol. 01, Issue 10).
Liu, Y. (2023). The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example). Advances in Economics, Management and Political Sciences, 41(1), 19–24. https://doi.org/10.54254/2754-1169/41/20232026
Martiyanti, D., & Rahmayana, F. (2024). The Role of E-WOM Emotionality on Gen Z’s Purchase Intention in E-Commerce The Connective Patterns of Experience Quality and Environmental...| 168. Journal of Marketing Innovation, 2, 167–185. https://doi.org/10.35313/jmi.v4i2.178
Maulana, D., Yuliantina, D., Akseptori, R., & Risdwiyanto, A. (2025). The Effectiveness of Content-Based Marketing Campaigns in Attracting Gen Z Consumers. Oikonomia: Journal of Management Economics and Accounting, 2(2), 59-71.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of global scholars of marketing science, 31(1), 10-29.
Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105-115.
Priporas et al., (2017). Purchase Intention Of Fashion Product As An Impact Of Digital Marketing, Mediated By Customer Engagement In The Generation Z
Purwaningrum, W. O., & Pramono, T. D. (2024). The Effect of Digital Marketing Content and Social Media Marketing on Online Buying Interest in TikTok Shop in Bandung City. Applied Business and Administration Journal, 3(1), 39-49.
Rinaldy Achmad, R. F., & S AB, M. M. (2025). The Impact of Social Media Marketing on Brand Loyalty among Generation Z: The Mediating Role of Brand Experience, Brand Love, and Brand Trust. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(1), 24-34.
Riswandi, D. (2023). Improving Media Literacy skills in Generation Z in the Digital Era. Jurnal EduHealth, 14(04), 40-47.
Rodriguez-Ortega, M. (2018). "Efektivitas Mendeley dalam Manajemen Referensi Akademik". Jurnal Teknologi Informasi Pendidikan, 12(3), 45-60.
Saravanakumar & SuganthaLakshmi (2012). Digital Transformation Of Small-Scale Enterprises : Leveraging AI-Powered Customer Insights For Enhanced Social Media Marketing
Student, A. J. (2022). The Impact of Influence Marketing on Gen Z Consumer Behaviour. In IJFMR240528252 (Vol. 6, Issue 5). www.ijfmr.com
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (27th ed.). Bandung: Alfabeta.
Susanto, H. (2020). "Efektivitas Google Form dalam Pengumpulan Data Penelitian Sosial". Jurnal Metodologi Penelitian, 15(2), 45-60.
Sufianur, M., & Rona, H. (2025). The Effectiveness of Digital Marketing Strategies in Attracting Generation Z in the Era of Social Media. In IECON: International Economics and Business Conference (Vol. 3, No. 1, pp. 736-746).
Published
2025-11-02
How to Cite
Alimbel, F., & Putri, S. (2025). THE IMPACT OF DIGITAL-BASED MARKETING STRATEGIES ON GEN Z’S SHOPPING INTEREST. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1703-1711. https://doi.org/10.35508/jom.v18i3.20002
Section
Articles
