Dampak Pemasaran Influencer Terhadap Keputusan Pembelian Generasi Z di Platform E-Commerce Indonesia
Abstract
In the digital age, Generation Z's shopping habits have changed a lot, especially with the rise of social media and influencers. This age group are more likely to be influenced by public figures they follow on digital platforms, even when it comes to making decisions about what to buy online. This study aims to find out how marketing through influencers affects Gen Z's buying decisions in Indonesian e-commerce. The study was done qualitatively by looking at literature from a variety of reliable scientific sources and publications. The results show that factors like the influencer's credibility, communication style, and active involvement with followers are all important keys that drive interest in buying. Besides that, interactive features on an e-commerce site, like discount coupons and easy transaction processes, make the benefit even greater. This study found that influencer-based marketing strategies have a lot of potential to boost sales and build long-term relationships with young consumers.
Keywords: Generation Z, Digital Marketing, E-Commerce, Influencer Impact, Purchase Decision
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