Peran Influencer Media Social Dalam Impulsive Buying dan Konsumsi Generasi Z : Studi Kasus Marketplace Shopee

Khoirun Nisa; Qoni'ah Nur Wijayani

doi:10.59581/harmoni-widyakarya.v2i1.2297

Authors

Khoirun Nisa Universitas Trunojoyo Madura
Qoni'ah Nur Wijayani Universitas Trunojoyo Madura

DOI:

https://doi.org/10.59581/harmoni-widyakarya.v2i1.2297

Keywords:

social media influencers, impulse buying, generation Z, Shopee, digital marketing

Abstract

Abstact

This research aims to examine the role of social media influencers in Generation Z's impulse buying and consumption, focusing on a case study on the Shopee marketplace platform. Generation Z is a significant consumer group in today's digital economy, and social media has become one of the main channels to influence their shopping behavior. The research method used is a qualitative approach, which includes social media content analysis, generation Z interviews, and a survey to generation Z who shop at Shopee. The results of this study reveal that social media influencers have a significant role in influencing generation Z's impulse buying decisions on Shopee. They are able to create a strong shopping impulse through engaging and persuasive content.

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