THE IMPACT OF E-COMMERCE TOWARDS GEN Z CONSUMER BEHAVIOR
Keywords:
Gen Z, , Consumer Behaviour, , E-commerceAbstract
The development of digital technology has driven significant changes in consumer patterns, particularly among Generation Z, known for their adaptability to technology. This study aims to examine in depth how e-commerce influences Gen Z consumer behavior, focusing on characteristics, driving factors, the role of social media, and the positive and negative impacts that emerge. The research method used was qualitative, using open-ended questionnaires and in-depth interviews, with thematic analysis to identify patterns and meanings from respondents' experiences. The results show that Gen Z tends to shop online regularly, especially for fashion, cosmetics, and daily necessities. The main factors driving shopping behavior are promotions, ease of digital payments, and trust in the platform. Social media, particularly Instagram and TikTok, have proven to be important catalysts in triggering impulse purchases through influencer recommendations and the Fear Of Missing Out (FOMO) phenomenon. E-commerce offers positive impacts in the form of easy access and a more personalized shopping experience, but also has negative impacts in the form of consumer tendencies and overspending. These findings provide implications for businesses to design ethical, sustainable marketing strategies that focus on quality service and consumer education.
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