The Influence of Social Media on Generation Z Consumer Behavior in Purchasing Decision Making

Erin Sri Wahyuni; Dedy Iswanto; Ravendra Jedhrav

doi:10.62394/scientia.v5i1.256

Authors

Erin Sri Wahyuni Faculty of Business and Economics, Universitas Terbuka
Dedy Iswanto Faculty of Social and Political Sciences, Universitas Muhammadiyah Mataram
Ravendra Jedhrav Faculty of Commerce and Management, K. J. Somaiya College of Arts, Commerce & Science

DOI:

https://doi.org/10.62394/scientia.v5i1.256

Keywords:

social media, generation z, consumer behavior, influencers, purchasing decisions

Abstract

Driven by the rapid growth of the digital economy, social media significantly reshapes consumer behavior, particularly among Generation Z. This study aims to systematically analyze the influence of social media on Generation Z purchasing decisions through a Systematic Literature Review (SLR) approach. Academic literature was retrieved from the Google Scholar and DOAJ databases, focusing on peer-reviewed articles published between 2016 and 2025. Synthesizing these empirical studies, the analysis demonstrates that social media substantially impacts Generation Z purchasing behavior, primarily driven by digital engagement, influencer credibility, and user-generated review authenticity. These factors collectively serve as key catalysts in establishing brand trust and long-term customer loyalty. Furthermore, the findings reveal that Generation Z consumer decision-making is governed not only by traditional rational considerations but also by emotional and social dynamics fostered through digital interactions. Despite these insights, a critical research gap remains regarding the simultaneous interrelationships among these variables and the long-term effects of continuous social media exposure on sustainable consumption patterns. To address these limitations, this study recommends that future research develop an integrative conceptual framework combining digital credibility, emotional trust, and brand loyalty within the evolving digital commerce ecosystem. Ultimately, these findings provide valuable strategic insights for marketers seeking to design effective, trust-oriented digital marketing strategies targeted at Generation Z consumers.

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